| All Access Pass Members
- listen to the entire interview: |
 |
| Become an All
Access Pass Memeber for only $4.95/mo |
 |
|
December
29, 2005:
Customer Loyalty
Interview
with William J. McEwen, author of the book, Married
To The Brand
|
Mike
Carruthers:
Customers are loyal to products, services and stores because
apparently they want to be loyal.
William J.
McEwen:
One of the women that we spoke to gave what I thought was a
great quote, "If they were to stop making it my life would
end." She was talking about Miracle Whip Salad Dressing.
William McEwen,
author of the book, Married
To The Brand says that's just one example of how companies
inspire true brand loyalty and there are others.
I think Jet blue
has done a great job in redefining what air travel in the US
can be by putting fun back into travel. I think Starbucks has
done a very good job in providing a coffee experience that goes
beyond the beans. I don't know that consumers will pay $3.00
for a cup of coffee but they will spend $3.00 for an experience
that includes a cup of coffee.
William says
it's important to understand what customer loyalty is and is
not and he sites the cell phone industry as an example of one
that has very little customer loyalty.
Cell phone services have focused on getting people in the
door and then making it difficult for them to leave. That is
not about making marriages, that's about creating prisons. When
ultimately there's an opportunity for a prison break you may
find all those customers are gone in a minute because you haven't
earned a relationship all you've done is bought it, bribed it
or required it.
Tomorrow, why
inspiring customer loyalty is simple, it's just not easy. I'm
Mike Carruthers and that's Something You Should Know.
|
|
| Keep
up with Mike! Join
the "Something You Should Know" Insider
Update. We'll
e-mail your Update to you every 2 weeks.
|
|
 |
 |
 |
 |
 |
 |
 |
 |
| |
|
|
