Beyond repeat customers, building true brand loyalty

BrandLoyalty

For many organizations, repeat customers are the sign of brand loyalty. However, at Infinis Consulting, we believe that true brand loyalty is something entirely different and far more meaningful.

How can you tell the difference between FALSE and TRUE loyalty? Try this activity:

Think of a brand that you have a long-lasting relationship with, and ask yourself the following questions:

  • Do you spend more time or money with the company in repeated purchases?
  • Have you stopped looking into offerings provided by competitors?
  • Do you travel longer distances or wait longer to do business with them?
  • Do you forgive them when they make small mistakes?
  • Do you tell others about your positive experiences and recommend the company to others?

If you answered, ‘yes,’ to these questions you may – or may not – be truly loyal to this brand. For example, customers that appear loyal may simply be unaware or unable to access competitors or alternatives. Now, ask yourself another important question. How you would feel if this brand went out of business?

We believe that true loyalty is the presence of deep attachment to the brand, not simply the presence of repeated purchase behavior. Even though customers engage in repeated business with a brand, it may not necessarily translate into deep attachment.

How would your customers feel if your brand no longer existed?

We have learned that to earn true loyalty an organization must deliver a superior brand experience consistently over time. Deep attachment does not simply occur after one excellent experience in the midst of average or below average experiences. Aim to exceed expectations at every customer touch point (hint: not just the obvious ones).

How does your organization develop true brand loyalty? Contact us

 

 

The four essential elements of a “Winning” team

These are the four essential elements of a winning team:

Soccer

Vision –  “set the vision first.” The vision sets the course for the entire organization and needs to be developed, and more importantly, shared, before evaluating any other area of your operations.

Team Players – having the right teammates on the football team contributes to its success. the focus shouldn’t be on having the most skilled players. Instead, the focus should be on the element of teamwork and individuals who believe in the team’s vision. Organizations rise to the top when everyone believes in the overall vision. Recruiting and hiring employees that believe in the vision and values of your organization and then exhibit the desired behaviors is essential for the ongoing success of your business.

Leaders – everyone is a leader. Beyond having the right players on the team, also have innate leaders. Leaders take it upon themselves to build commitment to shared success. Job title or position does not matter. Leadership should be fostered within all roles and functions of your team.

Loyal customers– The customers are the heart and soul and are central to the well being of your organization. Your employees feel the motivation coming from loyal customers. However, loyalty is a two-way street, and, just as sports fans support their team through wins and losses, your team must look to turn customer service losses, or service recovery moments, into customer service wins.

what is your organization’s game plan for winning? To know how we can help you develop your winning team, contact us.