It’s great article that outlines the four basic forms of customer loyalty: Purchased, Convenience, Restricted, and True.
True loyalty through customer satisfaction is what all companies should strive to earn regardless of what industry they’re in or whether they are multi-channel (web, mobile, store, contact center, social media, etc.) or single-channel (if such a thing even exist anymore) businesses. It comes down to satisfaction – knowing the needs and wants of your customers and then providing an experience that meets or exceeds their expectations.
Purchased loyalty and Convenience loyalty are not sustainable…as soon as another company offers a better discount or makes the purchase of their goods and services more convenient, your customer is at risk to defect. Even in a Restricted loyalty scenario, there may not be as much freedom of choice for your consumer, but there is probably “freedom of channel” and you may not be optimizing operational costs if satisfaction isn’t the focus.
We can look at retail stores as an example. People shop at a Nordstrom store for a certain type of experience, right? It’s quiet, has soft lighting, nice atmosphere, exceptional customer service, and so on. Now, imagine walking into a Nordstrom store that was a loud, cavernous warehouse, had forklifts prowling through isles, and where you carry your luxury brand items out in a brown box that may have just housed 100 roles of bathroom tissue. If you wanted a Costco experience you would have gone to a Costco, right?
Not that there is anything wrong with either experience (both are great companies offering great experiences for THEIR customers), but what does that do to your satisfaction—your loyalty—after expecting one thing and getting something completely different? Are you going to return? Are you going to purchase or recommend to your family, friends and coworkers? My guess is probably not.
When you measure the right things, listen to you what YOUR customers want, and make improvements that increase the customer experience, you can then create and foster true loyalty. That is the ultimate goal.
So, in the spirit of the coming holidays: happy satisfaction to all, and to all truly loyal customers.Categories: Uncategorized