Just about every major retailer has a loyalty program. Offers are given with point systems in hopes of retaining customers. These are all great things, but there is one area that businesses are falling short when they try to build customer loyalty.
All of us are familiar with Starbucks and Chick-Fil-A who both host lines for the drive through wrapping around parking lots and disrupting street traffic flow. What we need to do is think about ways to serve customers so well and consistently that they want to keep coming back.
Both Starbucks and Chick-Fil-A do one thing really, really well. It’s customer service. That’s right, they are always going above and beyond the call to serve the customer. This is resulting in customer loyalty, a Fanocrocy, and great business success even during pandemics. People will literally wait in 20 min lines for a cup of coffee, or a chicken sandwich (with waffle fries of course.)
Chick-Fil-A also has one thing they do every time they serve us when we say thank you. They respond immediately with “it’s my pleasure.” They literally ingrain each employee to be customer service focused. It does not matter which location we to go, we still get great consistent service.
When an organization focuses only on profits and not on serving the customers it never ends well. Doing the right thing consistently over time creates brand loyalty. Making sure we have set up a customer experience mindset, we will see customers return again and again. Even if we sell and inferior product / service, by serving the customer we will see returning customers.
Too many organizations focus on short term profits. One main driver for this is publicly traded companies focusing on making their stock holders more money as their main goals. All organizational goals serve this one main goal. How do we make shareholders more money? Unfortunately, these large organizations forget about the investments needed to keep the customers happy who are actually paying the bills. Investments to maintain quality, delivery, and customer focused service.
Organizations should consistently do the right thing for the customers to generate loyal “Fans.” When “Fans” pledge their loyalty to us, they tell others how awesome our organization is They share stories of how we have helped them and rave about our service. We have sales people selling for us that are not on our payroll. Wouldn’t you like that?
Do not take the customer’s payment and walk away from the transaction waiting to see if the customer will buy from us again before we give extra effort. Give the extra effort up front and every time we engage people and we will be rewarded! Consistency over time equals more profits and more customer loyalty.
I am also not sponsored by either organization discussed in this blog, but if they want to give me free food, I fat Kevin would be glad to accept it :)
“Businesses wonder why it is still hard to be thought of as the brand of choice with customers. How can our business make more profitable transactions and stay out of the commodity battle with low profits? I equip your sales team to walk with the customer through the five buying decisions, and in the correct order to generate explosive revenues with greater profits!”
https://drive.google.com/file/d/1lWIVasmkFsoYL4h0AqIZgH6LC3qaw_gI/view?usp=sharing – client profile sheet
https://www.amazon.com/Sales-Process-Uncovered-Success-Influence/dp/0578421518 - Book