Zag by Marty Neumeier

Author:Marty Neumeier [Neumeier, Marty]
Language: eng
Format: epub
Tags: Non-Fiction
ISBN: 0321426770
Publisher: Pearson Education
Published: 2007-12-15T05:00:00+00:00

Maybe you’d respond a different way. You might take the card, slip it into your wallet with your other cards, then play the stores against each other. In either case, where’s the loyalty? It’s missing, because real loyalty can’t be bought; it can only be earned. It starts with companies being loyal to customers—not the other way around—and only becomes mutual when customers feel they’ve earned the loyalty they’re receiving.

To illustrate the principle of mutual loyalty, let’s imagine that one component of Bibli’s wine-education process is a database that keeps records of the wines customers have tasted, along with their personal ratings. Customers could then access their history on the Bibli Website, either on their own handheld devices or ones carried by servers, to see what they’ve already tasted and get recommendations for other wines they might like.

As they get experience with various wines, a point system might automatically graduate them to higher levels of privilege. Maybe at “novice” levels they’re offered a free taste of a premium wine with their next tasting flight. At “expert” levels they receive a discount on premium bottles of wine from the “library,” which they can share with friends, introducing newbies to Bibli. Thus every visit to Bibli would become an investment in relationships, with the company making the first move, and customers reciprocating by bringing in their friends. With this model there would be no feelings of entrapment, and no sense of being punished for not being in the “program.”

For brand loyalty to grow, it must be earned, and it must be mutual. As adman David Ogilvy famously observed, “Any damn fool can put on a deal, but it takes genius, faith, and perseverance to create a brand.”

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