‘Designing a Customer Strategy Focused on Genuine Loyalty’ – Entrepreneur
Mark Harrington says, “By definition, the word “loyalty” means allegiance, faithfulness, or devotion. So it seems ironic — an oxymoron, even — that many retailers today say customer loyalty is fickle.
The rationale is flawed. If you’re incentivizing loyalty with transaction-based discounts (as far too many retailers are), you’re attracting customers devoted to bargains, not brands. They’re loyal, just not to you.
To build genuine loyalty — a customer base with intrinsic preference for your brand — retailers need to break with old-school tactics, realizing instead that earning consumer trust, preference and loyalty is a strategic initiative that goes far beyond points, coupons, discounts and mass-blasted emails.
A number of factors cultivate genuine loyalty. Your channels. Your incentives. Your frequency of contact. But five strategies in particular have proven most effective for brands to deliver experiences that kindle authentic customer connections”.
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