Be very reluctant to toss the word “engagement” out casually. Eventually, the word will lose its impact. The better metaphor for connecting with customers is dance—cooperation with a partner for a single purpose. In this customer-centered view, you would not “win” and “keep” customers and they would not be opponents, but rather, partners, moving in the same direction, enjoying the moment together, interested in each other.
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There is a fundamental quality of great customer relations that many organizations have lost. The timeless system for customers is not going back, but beyond what exists today. The new paradigm represents congruence with your customers. It is authentic.
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Why are there organizations with customers that are “off the charts” in their loyalty? Customer-centricity creates a symbiotic relationship with customers. Hyper-loyal customers have a passion for converting others to become members of their “club” so that others can have the same great experiences.
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Last week, I attended the Loyalty Expo, a showcase of the prominent suppliers using incentive rewards programs to drive their business growth. The good news is that some of the companies that are using these points programs are looking at new ways to drive loyalty by becoming more relevant and customer-centered.
The old models are programmatic
When a plant is put in a window, over time it begins to lean toward the light. In the same manner, generous, abundant actions by businesses create a positive energy source that attracts customers. These suppliers are viewed as legendary, not ordinary.
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As we are about to begin a new year, please let me assure you that I am just kidding with the title of this post. Isn’t it somewhat presumptuous to announce just one year for customers, when every day and every year should be devoted to them? It also makes you wonder what the other years
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Companies that want loyal customers must first develop customers’ commitment and an attitude of devoted attachment. The Chinese character for loyalty literally means, “from the center of the heart.” That accentuates a more emotional side of loyalty which embodies a sense of purpose.
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It is much better to have inspired customers than simply satisfied ones.
Metroparks of the Toledo (OH) Area understands this relationship with its customers extremely well. It has a Board of Directors’ mandate to preserve land, so if the organization has $1 left to spend, that’s where it is invested. Yet customers may not always be
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Remember the newspaper and television ads from the Sixties that showed a smoker with a black eye (obviously put on with makeup) who was determined to keep his brand of cigarettes, even if he had to fight for them? Do you remember the name of the cigarette? (Tareyton)
These ads, which ran from 1963 through 1981,
