ABOUT LONG-TERM CONFESSIONS CONFESSIONS customer loyalty customer loyalty marriage
5 confessions about long-term customer loyalty
Aug 13, 2015
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ABOUT LONG-TERMCONFESSIONSCONFESSIONS
customer loyaltycustomer loyalty
marriage
The changes in consumer behaviourand social change are intertwined.
We are living in an agewhere more and more people
are against long-term commitment.
CONFESSION
Same asthe customers.
MEMBERSHIPCARD
CONFESSION1
I don’t feelthe need
to stay loyal to you.
“
Today’s customersare against long-termcommitment and areless likely to be loyalto a brand.
Marketers need to adaptto this change in order tomake them stay.
You should offer mewhat I want, even though
I don’t tell youwhat it is.
“
CONFESSION2
Customers have become more demandingand there are more competitions
to win them over.
In order to keep them, you have to find outand provide them with what they want.
CONFESSION3
Your point programdoesn’t create
long-term loyalty,
but rathershackles.
“
Shackles and customer loyaltyare different.
reserved Since
2010
Even though you’ve got them in your program,it doesn’t mean they will be loyal to you.
reserved Since
2010
“The longer it takesto get my rewards,
the more I lose interest.
CONFESSION4
Customers are less patienttowards deferred gratification,as the perceived value of a rewarddeclines exponentially over time.
The longer it takes to redeem a reward...
The longer it takes to redeem a reward...the less influential that loyalty program is.
O VER
CONFESSION5
Treat me right every dayand I’ll stay longer.
“
Instant gratification allows customersto win more frequently,
MON TUE WED THU FRI SAT SUN
MON TUE WED THU FRI SAT SUN
even thoughthe rewards are smaller…
Instant gratification allows customersto win more frequently,
“…resulting in customersbecoming more engagedand more likely to stay
with your brand.
Life is not a destination...but a series of short-term wins.
?
How do you planto make your customers
WINtoday
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