Is the access to building meaningful relationships with customers merely a matter of improving the customer’s experience of your organisation by making it easy for the customer to do business with you?
Over a third of customers say they would not be loyal to a brand if it weren’t for the brand’s loyalty program, according to Bond Brand Loyalty. Bond also reports 68% of Millennials wouldn’t be loyal to a brand without a strong loyalty program.
I have spent much of the past decade writing, consulting and speaking about the top part of the consumer diagram. All the stuff about demographics, lifestyle and the other things that distinguish one older consumer group from another.
According to the press, the consumer watchdog Which? has been investigating the UK’s dominant supermarket chains for the last seven years. Based on the ‘findings’ Which? put forth a super-complaint against the supermarkets. A super-compliant is not something that is done lightly. So what is the basis of this super-complaint?
The year was 2009 – eons ago in today’s fast paced world. A then great vendor called Attensity hired me to write some thought leadership into the budding world of Analytics (budding as in people noticing, not as in just emerging as you well know). They wanted a series of blog posts that talked to the issues about Analytics that most people were not thinking about – or even considering.
It occurs to me that when the same ‘problem’ keeps coming up then it worth taking a deeper look at the ‘the way of showing up and travelling’ (some call this mindset or worldview) that generates the methods-techniques-tools for addressing the problem.
A man sees an attractive woman at a party. They talk and decide to have a few dates. After giving all the right signals for being a loyal, caring, trustworthy and relationship-oriented guy, he convinces her to spend the night. The next day he is gone and when she calls, it is clear he doesn't want to speak to her....