Sunday, 4 September 2011

What kills loyalty?

In a recent article Business Insider suggested 20 ways to kill loyalty. It admits to appearing negative but does provide a useful perspective - and check-list of what brand organisations have to avoid.

To me they the list is fairly obvious and a little repetitive, that said, the last point: 'a failed promise is a loyalty killer' is the deal breaker.

To be a successful brand you have to deliver the promises you are making (via brand communications). That is how you build loyalty, a key stage on the path to advocacy.

It is also important to remember that there are a number of different types of loyal customers [check-out Inertia, Transactional and Fanatical loyalists article], so for some consumers it is also important to find ways to delight them. 

That's how you build brand fans who are likely to advocate you and, as we all know, advocacy is the most powerful form of communication. 

Zappos know how to do this. They have a list of core values that everyone working there has to live and breathe. Top of the list is WOW through customer service.

Working out how to do delight/WOW isn't always obvious or easy but when you get it right, like Zappos, you will build a very successful business. 

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