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Customer Loyalty - don't place your bets on it ...
  • Vote Up1Vote Down SagarSagar
    Bumped again into this (really well opined) article on Customer Loyalty: Your customer won't take a bullet for you. Thought it worth sharing with the community since quite a few discussions these days are mentioning customers and customer loyalty in particular.

    Quoting a specific part from the article:

    The key to unders­tan­ding (and ulti­ma­tely bene­fit­ting from) true “cus­to­mer loyalty” is to recog­nize and res­pect that cus­to­mers – as peo­ple– are deeply loyal to them­sel­ves and those they love, but not to pro­ducts and brands. They are loyal to their own values and the (rela­ti­vely few) peo­ple and cau­ses they truly believe in. What looks and feels like loyalty to a pro­duct, brand, com­pany, etc. is dri­ven by what that pro­duct, ser­vice, brand says about who we are and what we value.
    That doesn’t mean we can’t bene­fit from cus­to­mer loyalty. The moment we stop trying to mani­pu­late, coerce, incen­ti­vize, gamify cus­to­mers into being loyal to us is the moment we free our­sel­ves to con­si­der how to help them where their true loyalty lies. And it starts with the deep recog­ni­tion that:
    If I buy from you it’s not because I like you but because I like myself....
    The point the author makes does hit hard! I think for us start-ups it is crucially important that we understand the significance of what it is that we are providing to the customer for value co-creation rather than anything else ... 
  • 3 Comments sorted by
  • Vote Up1Vote Down sinhasinha
    Interesting aticle (thanks for sharing).
    Most of the times startups/companies end up with a 'I am the end user' syndrome and build products/services keeping themselves at the center, i.e assuming that one's customers/users will have the same level of passion/enthusiasm to use the product.

    I am the founder of Pluggd.in.
  • Vote Up0Vote Down EattrEattr
    very interesting article. That are facts. I think customers will be loyal till they get deals and coupons or we are APPLE. 
    http://bit.ly/sNJ3cj
  • Vote Up0Vote Down saipothurisaipothuri
    i came to see a small sentence in few old shops in old city hyderabad.. :" Customer is kind and king wont bargain "

    Thanks

    Sai
    Country Head www.greenjute.com
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