By Jeanne Roué Taylor
There’s an enormous amount of buzz in the marketplace around loyalty. But how many of the conversations make the distinction between the two kinds: one of them that’s good for the moment and the other that’s good for the long haul? Knowing the difference has a real impact on how a brand designs, implements, and maintains its customer loyalty program.
In a recent blog, Seth Godin referred to the first type as the loyalty of convenience:
“I’m going to look around, sure, but probably won’t switch. Switching is risky, it’s time consuming. Switching means a new account manager or moving my software or reprinting something. Switching means I might make a mistake or lose my miles or have to defend a new decision.”
Loyalty of convenience is only as good as the near-term incentives. It is a loyalty that requires steady, non-stop investment or it breaks and loses its accumulated value. A customer stays loyal only as long as the convenience lasts.
Enduring loyalty is the kind that comes from relationships, not cash rewards or convenience. In the world of enduring loyalty, customers stay engaged because they feel a connection to the brand. Seth Godin refers to this type of loyalty as, “I’m not even looking.”
A loyal customer who isn’t looking doesn’t care if there’s a lower price or competing product somewhere else. Because they’re invested in the brand, it takes more than just a pretty price to turn their head.
Learn more about what it takes to create enduring loyalty in this whitepaper on Customer Loyalty Management.