Customer Loyalty & Retention
MCAworks Opinion
It’s not just about the Cards!
All too frequently discussions of loyalty marketing start
and end with card-based programs, be they for frequent shoppers,
membership, or rewards—and the gaining of customer data
and insights that go along with their use. And while loyalty
programs can be important contributors to customer brand selection
and share of wallet, in and of themselves, they will not develop
the type and level of loyalty that most marketers ought to
be seeking.
At its core, loyalty has to be about stimulating more Buzz,
but it also has to be about building the kind of satisfaction
and appreciation that results in an emotional bond.
Achieving high levels of customer satisfaction is a consequence
of 4 things that we like to short-hand (with a tip of the
hat to “Star Wars”) as “R2C2”:
- Recognition: of preferences and for acceptance/welcome
- Rewards: in the form of deals and privilege
- Convenience: frequently in lieu of cash, and
- Comfort: that comes from habit, the familiar, the known,
or the feeling you made the right choice
While most loyalty programs already focus on the cards’
contribution towards convenience and rewards, there are yet
substantial opportunities to better leverage the recognition
and comfort aspects that are likely to make the greatest contribution
toward emotional attachment and appreciation—and thus
create long-term commitment to the brand.
Social brand consumption and wearing brand gear are some
of the most visible expressions of a customer’s identification
with and emotional commitment to a brand. But perhaps the
ultimate “acid test” of such loyalty/identification
has just recently been proposed—and that is the extent
to which customers will tattoo themselves (literally) with
your brand. The winner of that test: Harley-Davidson by a
wide margin. It is the most frequently requested tattoo in
the U.S.
If you are looking to take your brand to new levels of loyalty
and or commitment, contact MCAworks at 203.256.994, ext. 11.
We’d be happy to discuss your brand retention and loyalty
issues. (And be sure to ask about our tattoos).
Contact John Hawkins
for more information.
