Reward programs are everywhere: from the slot clubs we join, the airlines we fly, the hotels and restaurants we frequent, and the stores we shop at the most. They award redeemable points based on the dollars we spend and think that’s enough to make and keep us loyal. Somebody should tell them: it’s not the stuff you sell but rather the service and staff that ultimately create loyalty. There’s a Kroger’s store right behind my house that gives me great points that I can use for discounts on gasoline, but I regularly drive 5 extra miles to Trader Joe’s because they’re so much friendlier. And the airlines all give frequent flyer miles, but I dread flying any but Southwest Airlines: the staff on all the other airlines are just not as fun or nice. Frankly, my repeat business is not for sale: my loyalty will be to those companies that earn it through consistently good service and smiles. Keep reminding your people that it’s not the giveaways that keep customers coming back, it’s them. Be sure to thank every employee you see giving good service today.
Janey Robinson: Freelance creative and children's book writer based in London
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