Category: Building customer loyalty
-
Building Trust in Marketing Messages
Michael Katz just published a great newsletter issue about building trust with your audience. It's fun to read, and I won't give away the message here! Blue Penguin Development: Trust-Based Marketing, 2023-Mar-16 by Michael Katz Trust is Not a Given Since that day [first-time paragliding], I’ve given a lot of thought to trust (and life…
-
Engaging Subscribers with Surveys
Surveys are often too dry and seem meaningless. The Financial Times achieved a phenomenal result by focusing first on the experience of being surveyed. Here are the steps they took. (Note this was a survey of email newsletter subscribers, not all subscribers.) Step 1: Make it easy AND relevant. They placed a feedback link at the…
-
How to make the Internet a better marketplace
Over at Customer Commons, Doc Searls summarizes it beautifully… Customer Commons blog: The Dawn of i-Commerce, 2021-May-24 by Doc Searls Advertising is all guesswork, which involves massive waste. But what if customers could safely and securely advertise to the market they want? This is called intentcasting, and to some degree it already exists. (Here is…
-
Less Value in “Lifestyle Marketing”
I'm not sure I agree with all of this, but it really calls 'one-to-one' marketing into question. In a good way. I'm a member of many loyalty programs, but I've never earned a reward for a referral. Rather than introduce my friends to a brand, I want to connect with the other people who appreciate…
-
To deepen loyalty, turn your customers into members
A membership program helps your customers become brand ambassadors, proud to share their insider status with the larger community. If customers can learn from one another, they can build something together. Being a member is much more satisfying than being a customer. The Sociology of Business: From Loyalty to Membership, 2020-Feb-11, by Ana Andjelic In…
-
Designing the world for our children
As my mother enters the late stages of Alzheimers, I'm looking around her cluttered home and wondering who'll carry out all the stuff. Then I go home and look at my cluttered home and think, "I'm not leaving this for someone else to sort out." In the future, when I acquire something and manage my…
-
Consider how loyalty is built or destroyed by emotional experiences
I've been considering contacting ex-Houstonians for support in building a better image for the city. Their interest and support will be built on their having had positive emotional experiences here. In many instances, their bad experiences will be unrelated to the city itself, but affect their attitude. So when we reach out to ex-Houstonians, we'll…
-
Cementing loyalty with an annual report on the customer’s performance
I would certainly wince to see an annual report from some of my favorite places to spend money, but The RealReal and Rent the Runway are emailing customers a personalized annual report that makes them feel good. Glossy: How The RealReal and Rent the Runway are using personalized email reports to deepen customer loyalty, 2019-Apr-29…
-
How to create a retail experience that allows us to compete against Amazon
As Amazon expands into the grocery business, we can learn great lessons from the companies which are competing effectively, especially Walmart and Trader Joe's. Walmart's success is mostly about distribution power, but Trader Joe's uses techniques which any retailer can copy. The Trader Joe's approach to retail: Make it personal Make it enjoyable Make it…
-
Taking the emotional rewards out of loyalty
Loyalty programs developed to reward customer behavior. The idea of a basing rewards on a paid subscription was not invented by Amazon, but many people think Amazon has now 'redefined loyalty.' What they have done is make loyalty a financial relationship. Now we have to evaluate the cost-benefit ratio before we sign up. But more…
QVIews 