Eastern Airlines, once one of the major air carriers, had an advertisement that boasted “we earn our wings every day”. That sounds a lot like loyalty in general.
· Loyal employees and guests judge our actions every day.
· It’s all about what did you do for me today.
· It’s the same with friends and family:
· Earn it every day.
We often think of loyalty as having to do with a brand – maybe that’s because many brands have loyalty programs that reward our spending. Whether its travel or food, those rewards (and all the emails that support them) are intended to influence our thinking and loyalty. But I think the most important loyalties are to friends and family – they don’t reward us with anything more than their continued good cheer and good will. And then there’s loyalty to an employer – while that’s based in part on earning additional time off, it’s more often driven by trust and respect. In life, it’s the good will, trust, and respect that mean the most and that should send a message to all those marketers and their contrived loyalty programs. Giving you my trust is bigger than points for past action – it’s based on caring and respect, and that’s a continuous phenomenon. Be loyal to those you share trust and respect with today.
Natasha Pulley (born 1988): British author best known for her debut novel, The Watchmaker of Filigree Street, which won a Betty Trask Award.
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