If I have ever made any valuable discoveries, it has been owing more to patient attention, than to any other talent. – Isaac Newton

Re-Introducing attention

Without customer attention, the best communication strategies are useless !

Several managers interviewed for my study “Fidélisation & Nouvelles Technologies” (Loyalty & New Media) mentioned the importance to stand out with their approaches in a market where the consumer can get confused & annoyed by the abundance of loyalty cards and programs.

When it comes to Loyalty Building saying thanks is a necessity, specially in the present times. But how can you thank your customer and stand out ? How can your company make a difference ? As my study showed in 2009, companies with loyal customers seize every opportunity to show them gratitude personally.

When attention meets gratitude

Inviting your customers to well-chosen events can be a good way of showing gratitude and getting your customer’s attention as I learned managing two series of golf tournaments for an insurance company, Swiss Life (2004-2005).

Golf players are usually passionate about their game and share a strong common competition spirit. So when they get the opportunity to play and network on some of the nicest courses (Crans-Montana, Domaine Impérial , Voëns) around the Lake of Geneva, companies have a good chance of getting the attention they want.

But making successful events is not easy as many factors need to be taken in consideration. Learn more in my future posts about event management & loyalty building.

Do you also see events as an effective way to meet customers in good conditions to develop relationships and confidence ? Do you have any other examples you’d like to share ? I’d be glad to have your comments !