Can Loyalty Turn Out Bad?
If your stylist left the salon to go into private practice, would you follow her? If your financial planner called and said he was moving to another company, would you stick with him? If that Ann Taylor employee who always helps you find the right outfit moved to Banana Republic, would you start shopping there? Chances are the answer is yes, and it's a scary proposition for companies who want to build loyalty, but don't want to take it too far.
Sure, companies want to build loyal customers. Employees are encouraged to go the extra mile to make sure customers build trust with the brand that engenders long-term loyalty. But some employees are too good, and customers end up loyal to the employee more so than the brand.
In today's issue of1to1 Weekly, we look at how companies can get the right balance between loyalty to a company and loyalty to a certain employee. Relationships are built around people, so it's natural for a person to be loyal more to a person at a company than the company itself.
What do you think it takes to successfully create a company-to-customer relationship that sticks even when staff moves on?
Related Entries
- Loyalty is Marketing's Red-Headed Stepchild
- Maintaining Brand Loyalty in a Commoditized Market
- Consumers Love Gadgets, Cosmetics, Shopping--and Vodka
