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:
When asked the same question, trade company managers (traditional & online) had a more quantitative approach
Here are some more quotes:
What is for you a loyal customer ?
I’d be glad to have your feedbacks & comments.
HELLO EVERYBODY !
Here are some increasingly important questions:
Nowadays these questions make even more sense !
To get a better picture, I contacted the management of more than 30 companies in the Lake of Geneva Region in Switzerland. Although active in very different sectors (insurance, banking, advertising, tourism, public transport, e-marketing & fashion) all these companies have one thing in common:
In this changing world, new opportunities & challenges are appearing in areas such as loyalty building strategies, communication and business development. The conclusions of my study surprised me. They will surprise you too.
Follow this blog & learn more as my future posts will develop these new trends.
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