Dogs are loyal.
Until someone else gives them a treat.
That's the problem with loyalty programs. These rely on tangible rewards which, in essence, buy loyalty. Which is fine, until someone makes a better offer.
Contrast airline customers (how many loyalty programs are you a member of?) to those of Trader Joe's, Harley Davidson, Apple, Five Guys, all of whom are intensely loyal and who pay a premium for the product (in the case of Trader Joe's, the premium is not in price - which is often lower than supermarkets - but in distance traveled).
These companies focus, in different ways, on creating committed customers through client focus, innovative products, trust, leadership and business savvy.
How are you creating commitment?
Experience matters.
Until someone else gives them a treat.
That's the problem with loyalty programs. These rely on tangible rewards which, in essence, buy loyalty. Which is fine, until someone makes a better offer.
Contrast airline customers (how many loyalty programs are you a member of?) to those of Trader Joe's, Harley Davidson, Apple, Five Guys, all of whom are intensely loyal and who pay a premium for the product (in the case of Trader Joe's, the premium is not in price - which is often lower than supermarkets - but in distance traveled).
These companies focus, in different ways, on creating committed customers through client focus, innovative products, trust, leadership and business savvy.
How are you creating commitment?
Experience matters.
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