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Answers For The Workplace E-Memo

Frequency, or Loyalty?

This is an abbreviated version of one of Dan Bobinski's newspaper columns. You can read the full column here

As noted on paperloop.com, many companies roll out programs that reward customer loyalty. But how one defines loyalty makes all the difference in whether or not you have “loyal” customers.

In many instances, frequency is mistaken for loyalty.

Take for instance frequent flyer programs offered by the airlines. Fred Taylor is a traveler who uses one particular airline to rack up his frequent flyer miles. That is, until he figures out how much he’s going to travel the rest of the year versus how many points he’s going to get. When Fred knows he has enough miles for a free ticket that year, but knows he’s not going to reach the next level of the award program, his “loyalty” to that airlines goes out the window and he takes whatever airlines is cheapest. Similar programs exist in sandwich and coffee shops.

Please don’t misunderstand – these programs have value, as they lead a customer to “frequent” your business more often. But loyalty is built on something deeper. Take advantage of customer frequency to treat them like royalty each time they visit. By doing so, THEN you create customer loyalty.
     
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