So the afternoon at the NACCM Conference – after a lovely lunch in the sunny courtyard – was spent in the Uber Loyalists track talking about my favorite topic – creating the emotional attachment we call loyalty. Marti Beller of the Affinion Group shared her experience on Customer engagement and its many benefits. She confessed to being a passionate Mac enthusiast and talked about Apple’s ability to create a kind of loyalty most of us can only aspire to. She shared a statistic about banks that says that only 35% of consumers feel engaged with their banks – 56% could be swayed and 9% just downright dislike them. Glad to see there is so much room for improvement.
Marti also took us beyond the traditional 4 P’s of marketing (remember them? Product, Place, Promotion, and Price?) and added her own take on it.
The four P’s of loyalty are:
Perspective – the Customers.
Look at your data and use it to learn more about your customers and why they buy – or don’t.
know your brand and how it resonates with your consumers. From their perspective would they see you as best in class, standard in class or below class.
Customer engagement is an accumulated effect – use every channel you can get to communicate with them. Use every touchpoint to remind them of the benefits.
And then, my personal favorite – Praise-
Reward your customers for their behavior – say Thank You.
When you do all these P’s there is another that will show up and that one is – Profit.
What is it that Ken Blanchard said at a NACCM long ago? Profit is the applause you get from caring about your customers and employees.
And the beat goes on…
Q’s? Start asking some different questions – one that will stimulate the thinking of everyone in your organization. One of my personal faves – How can we create a remarkable experiences worth coming back for and worth telling friends about?
More later.. looking forward for another fun and inspirational day!