loyalty

Four Questions for the Next Year?

Working on a theme for a new slideshow I found that the questions I end with on the final slide of my last presentation, Outside – the future is not in front of us, really do make up for some good, albeit simplistic, but foundational questions for forcing new conceptual thoughts.

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Bright Lights Project: JCPenney

Bright_Lights_Project_-_JCPenney.mp4 Watch on Posterous

I’ve often written that the world doesn’t need another computer OS or power chord teen anthem band. It also doesn’t need another department store. This isn’t good news for JCPenney, which comes about as close as any to getting slotted into the player-to-be-named-later category.

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Say Cheese

What do cameras and sandwiches have in common? A lot, Jonathan Kaplan hopes. The creator of Flip Video, the super-simple camcorder device that provided a lot of the initial fuel behind YouTube’s early growth, has gotten a lot of press lately about his latest aspiration: The Melt, a nationwide chain of restaurants offering gourmet variations of grilled cheese sandwiches.

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Replies Can Change Customer Minds

It’s axiomatic that you find out how good a business really is when it has already screwed up once; the speed and nature of the fix show the firm’s true nature. After shipping you the wrong item, do they just offer to refund your return shipping? Do they overnight the correct item to you, no questions asked? How quickly do they resolve the problem?

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Why the “Like” Button Is Less Valuable than You Think

For many, there is a desperation for a “Like”. As one of the planners said here the other day, if someone asked you “do you like me?” in every single conversation, you would probably hit them or think they were a bit weird. 2010 has certainly be the year of the “Like” and fortunately, in 2011 sensible people will be trying to put a value on what this actually means.

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Build Loyalty like George Bailey

In the movie It’s a Wonderful Life, businessman George Bailey shifts from despair to intense motivation when an angel intervenes to show him how much worse off his town would have been without him. Most of us don’t have a guardian angel named Clarence to show us alternative histories, but it turns out that imagining “what if” scenarios is a powerful tool in real life.

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The Loyalty Open Definition Experiment: Lessons Learned

I have made adjustments to the way I think about Loyalty.

I want to thank everyone for participating, reading, commenting, and for providing very thoughtful point-of-views that I had not considered before. I went through all the comments and summarized them into six lessons learned:

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The Two Loyalty Models Compared in a Nutshell

You are doing Loyalty the wrong way.

There are two models of loyalty: emotional and intellectual.

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Customer Loyalty is Real-Time

by: Jonathan Salem Baskin

I put "customer loyalty" in the same category of happy myths as those of creation science, voter intelligence, and brand equity.

Most loyalty programs are just another form of sales incentive. Call them what you want, but point or mileage accrual engenders little more trust or conviction than an annual holiday bonus check. Repeat customers as likely to be trapped by habit or circumstance as by any sense of commitment. 

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The Mistake Economy

by: Jonathan Salem Baskin

When a credit card company assesses a fee on late payments, and then raises four-fold or more the interest rates it charges, it's not just realizing one of the primary sources of income for the entire industry.

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