Putting Loyalists to Work
Gary Lemke, Chief Customer Advocate
(April 5, 2012)
What's your loyalty language? Is it about retention, advocacy, or purchasing? Do you talk about loyalty in terms of appreciation, reward, partnership, rebate or affinity?
When you are talking your loyalty language, do you throw about ideas like NPS, CLV, or share of wallet? Perhaps, it's about friends or followers.
Consider those organizations you are loyal to. What have they done to earn your loyalty? I immediately think of Tom, my man for all things heating and cooling. He's a one-truck operation but he's the much better choice over those giant HVAC companies with armadas of technicians, trucks, and a call center.
He is reliable, honest, and of course, quite competent. In return, he has earned my loyalty. The funny thing is Tom doesn't do anything I would call "razzle-dazzle." In fact, I would say his marketing skills are marginal. So much so that I fear I might lose Tom if I don’t give him enough business. So I go out of my way to make Tom referrals just to make sure he's around when I need him.
In a way, I feel like I work for Tom.
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