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Frequency Does Not Necessarily Equal Loyalty
Posted on December 14th, 2009 by and currently 20 commenting.So please don’t mistake it for the same thing.
Allow me to clarify:
There is a gas station at the end of my street. I probably go to that gas station 95% of the time I get gas in town. I’m actually indifferent about the place and have had more than one bad experience there (it involved yelling and a propane tank), but I still go because, well, it’s at the end of the street. It’s convenient. But if another one popped up across the street, I’d probably go to that one - well, if I was driving down that side of the street.
On the flip side, there are plenty of brands that I’m loyal to that I don’t frequent…mostly because my bank account won’t allow it. Oh, but I’ll talk about them. Share my experiences with others. And even encourage others to make that purchase.
So this is just a simple reminder that if your customers are frequent purchasers of your product or service, it doesn’t necessarily mean that you have their undying loyalty. And if you’re not sure if you do or if you don’t, then maybe it’s time to do something about it.
Tags: Brands, Fan, Frequency, Loyalty
20 Responses to “Frequency Does Not Necessarily Equal Loyalty”
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“Frequent shopper reward programs” miss the mark on rewarding loyalty, but it’s easier for a lot of businesses to simply pull a list of frequent shoppers and shower them with direct mail pieces. Identifying loyal customers takes more time, and most of them don’t need gimmicky discounts or giveaways. The best way to reward loyal customers is by consistently provide exceptional products and remarkable service to everyone. It’s simple: Don’t make your most loyal customer look bad; make him an in-the-know hero among his friends.
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Interesting reminder: “Frequency” doesn’t tell you much about a customer’s motivation [link to post] -
“Frequency Does Not Necessarily Mean Loyalty” from Brains On Fire Blog -> [link to post] -
“Frequency Does Not Necessarily Equal Loyalty. So please don’t mistake it for the same thing” [link to post] /via @spikejones #fb -
Frequency does not necessarily equal loyalty - [link to post] /by @spikejones /via @Shih_Wei {Sooooo true!!} -
Frequency does not necessarily equal loyalty - [link to post] /by @spikejones -
Totally agree Spike! Nothing equals true loyalty except authentic acts of loyalty. Too many businesses use “a lack of viable alternatives” as their success bar.
@Veronica Amen to that! Trying to generate real organic loyalty with a points based frequency scheme is like trying to fill your bathtub with the drain open.
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@Veronica - I couldn’t agree more. Making heros of customers requires some heavy lifting up front, but boy oh boy does it pay off in the longhaul.
@Jeffery - as always, thanks for adding to the conversation.
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Brains On Fire Blog » Blog Archive » Frequency Does Not … [link to post] -
Frequency Does Not Necessarily Equal Loyalty [link to post] (via @spikejones) -
Good one from @brainsonfire’s @spikejones: Frequency does not equal loyalty: [link to post] -
Frequency does not equal loyalty @spikejones - [link to post] -
Satisfaction vs. convenience - Frequency Does Not Necessarily Equal Loyalty [link to post] #brainsonfire -
Very brief yet invaluable insight from Brain on Fire folk: [link to post] -
“Frequency Does Not Necessarily Equal Loyalty” - [link to post] @spikejones drops some insight on…well, exactly what the title says -
Reading (and liking): Frequency Does Not Necessarily Equal Loyalty [link to post] -
What I find that is an equally compelling thought is that “LOYALTY IS THE ABSENCE OF SOMETHING BETTER!” In your case you find the location of the gas station to be better than any brand loyalty you might have.
Len
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Mandy Vavrinak (Mandy_Vavrinak « Brains On Fire Blog » Blog Archive » Frequency Does ... « Chat Catcher) December 20th, 2009 at 10:20 pm
[...] Frequency Does Not Necessarily Equal Loyalty [link to post] > don’t confuse the [...]
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Tom Rapsas (tomrapsas « Brains On Fire Blog » Blog Archive » Frequency Does ... « Chat Catcher) December 20th, 2009 at 10:32 pm
[...] 2009-12-20T22:32:38 Frequency does not equal loyalty. A reminder from Spike at Brains on Fire: [link to post] [...]
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Box Scores, Dec. 14-20 – “Loyalty, Magic & More Time” « Work. Play. Do Good. December 21st, 2009 at 7:26 am
[...] -“Frequency Does Not Necessarily Equal Loyalty” [...]
