The Power of Loyalty. Roger Brooks B.
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Название: The Power of Loyalty
Автор: Roger Brooks B.
Издательство: Ingram
Жанр: Маркетинг, PR, реклама
Серия: StartUp Series
isbn: 9781613080160
isbn:
If the people you have on the front line are not your “A TEAM,” then you’re putting your business at risk right from the start.
As much as I enjoy Cortese, its fabulous pizza, pork chops, and other dishes, it wouldn’t be the same without Andy. We are loyal to Cortese, but we are equally loyal to Andy. Because of Andy, we go back time and again.
Your wait staff or equivalent is the face of your business, and strict attention must be paid to those placed in roles that interact directly with customers. There are many small but significant efforts that can lead to retaining a customer and keeping that customer loyal—and that effort starts with your people.
If you ever want a truly memorable pizza, order a Cortese Pizza online. It’ll ship it to you overnight frozen on dry ice. Pop it in the oven for 30 minutes, and it’s ready to eat. Visit corteserestaurant.com.
Whether it’s George the dry cleaner or Andy the waiter, it’s important to have a friendly and courteous staff prepared to welcome your customers. The foundation of loyalty includes keeping sight of the important blocking and tackling needed to run the business. Consumers long for consistency and reliability. Consumers want to know they can count on your business to satisfy their needs. Consumers will remain loyal knowing they will get what they expect in return.
STEP 1
GOLDEN TIPS
1. Define what loyalty means for your business.
2. Recognize that loyalty is everywhere around you.
3. Be attentive to the many choices customers have today, and give them a reason to buy from you.
4. List the items you can improve on in your business to build customer loyalty.
5. Loyalty is reciprocal. Start out by being loyal to your customers, and you’ll see how they will become loyal in return.
6. Your business is only as good as your people. Put your A TEAM in front of your customers every day.
7. Personal relationships yield loyalty.
CUSTOMER LOYALTY PROFILE
T.G.I. Friday’s® Give Me More Stripes®
ABOUT THE PROGRAM: There are immediate benefits and there is no fee to join. Upon sign-up (online, interactive jukebox or by texting JOIN to MYTGIF), guests receive a Jump the Line Pass and a certificate for a free appetizer or dessert, and members will begin earning one “stripe” for every dollar spent on all purchases with food. For every $100 spent, members will receive an $8 coupon for free food. There is no limit to that.
WHAT I LIKE: They do know how to keep things fun, but it’s more than that. Friday’s® is the party headquarters. From its charismatic and refreshing team members to its exciting rewards program, dining at Friday’s has its perks. There are no limits on the amount you can earn, and it’ll continue to reward and recognize you with extras in a variety of ways throughout the year. Friday’s routinely sends membersonly coupons and advance notice of new menu items as well as a variety of other valuable offers and special events.
FOR MORE DETAILED INFORMATION VISIT: www.givememorestripes.com
ESSENTIAL STEP 2
Know Your Customers; Treat Them Like They’re Made of GOLD
YOU’VE ALL EXPERIENCED THE SURPRISE and delight of You’ve all experienced the surprise There delight of being treated like a valued customer. There is no better feeling than being pampered when buying a new pair of shoes or being attended to when trying to find a cold medicine at the pharmacy. On the flip side, there is no worse feeling than being pushed too hard, ignored, or even unnoticed when you are ready to buy. Staying attentive to your customers’ needs is a tough and delicate balance, and it is a key component to achieving customer approval and earning a customer’s loyalty. Treating your customers like they’re made of GOLD is the next layer in the foundation of building your loyalty strategy.
In order to win your customers’ confidence and eventually win their loyalty, there’s a prerequisite needed: Tactfully demonstrate that each customer is valued and treat her as such.
Over the years, I’ve attended many customer loyalty sessions, conferences, and seminars. The general consensus is that you should focus a majority of your resources on your most loyal and profitable customers. While it’s vitally important to focus resources on your most loyal customers, it’s equally important to place value on all customers. There’s also a direct effect on properly training your employees so they can help carry out your goals to promote customer loyalty and your customer loyalty initiatives.
As you’ve likely observed, this entire book is dedicated to a theme of GOLD. The reason, as outlined in the title of this chapter, is that loyalty, customer loyalty, and loyalty programs have a direct effect on how customers are treated.
If you treat all your customers like they are truly valued or like they are made of GOLD, they will react accordingly. The “GOLD” theme in this book is a constant reminder to treasure the business each customer contributes to your bottom line. If you do, customers will return that special treatment in repeat business as a loyal customer. The ultimate goal in business is to earn your customers’ trust and their lifelong loyalty. Fulfilling that goal will result in increased profits, which underscores the fact that treating customers like GOLD will garner the same.
The reason you’re in business is to grow your customer base and continually increase profits. Every business strives to capture more market share. Making modifications in how you treat your new and existing customers can be the most cost-effective way to increase your profits. So before you initiate or enhance your customer loyalty strategy, it’s very important that the entire organization adopt a policy to treat each and every customer as they would want to be treated themselves.
Treating customers like they’re made of GOLD will yield:
Allegiance
Devotion
Commitment