At a time when customer expectations for service levels have never been higher, most customer experiences are inconsistent. Customer-facing employees lack the understanding of how their behaviour impacts their customers and what building a loyal customer relationship entails.
So, what does loyalty mean? Well, let’s start with what loyalty doesn’t mean. It doesn’t mean having a card with points that expire or are only usable at certain times. Loyalty programs like that demonstrate how companies show loyalty to themselves and to their own needs, not to their customers. Loyalty is not a program or a series of points.
Loyalty is a behaviour, a culture, that goes in two directions, and the result of loyalty is that customers continue to buy and recommend a company to their friends.
True loyalty results from understanding of customer needs, respecting customers, offering products that are relevant and good customer experiences that people enjoy and make them want to come back again.
Points don’t do that.