How do companies define loyalty ?
As I started this study, I had in mind the definition learned in business school: loyalty marketing regroup strategies meant to convert consumers into customers and to motivate them to stay loyal to the brand, product, service & point of sales.
Thirty interviews later one thing is clear: there is not one but many ways to define loyalty depending on: customers, business models, values, corporate histories.
To the question “What is for you a loyal customer?”, managers in tourism & hospitality sector refer to customer satisfaction & service.
Here are some quotes:
- A loyal customer speaks well of you (public transport / tourism)
- A loyal customer comes back and recommends you (hospitality )
- A loyal customer is a friend you don’t know yet (tourism)
When asked the same question, trade company managers (traditional & online) had a more quantitative approach
Here are some more quotes:
- A loyal customer is in a business relation for a long time (trade)
- A loyal customer is registered. It’s consumption is tracked (public transport & trade)
- A loyal customer is someone with a high retention score (trade)
What is for you a loyal customer ?
I’d be glad to have your feedbacks & comments.