Nice article from CustomerThink provocatively titled:
What Really Drives Customer Loyalty? Its NOT Just About the Experience!
The full article is here and is a reasoned account of other factors affecting loyalty BUT I beg to differ. The only think a customer will remember is what is happening or JUST happened, and the only time they will be motivated to leave is because of what happens at the point of experience. This means:
The brand is the experience – that’s it!
The article cites various industries and concludes that while there is no one “best” method for finding loyalty drivers all have to ask and answer these questions:
- What do customers in our target markets really value?
- Which issues make our customers unhappy and cause them to leave?
- What pleases customers and causes them to recommend us to others?
- How can we turn customers into true advocates for our business?
Easy to ask, harder to answer, but if you can answer these questions and then pull the right loyalty levers, you’ll be on your way to building great customer relationships.