In the book "Start with Why" it defines customer loyalty in this way, "loyalty is when someone is willing to to suffer some inconvenience or pay a premium to do business with you." Do you have customers that fit this description? Are you a customer of someone with this type of loyal relationship?
The Grateful Dead understood loyalty. As they roamed the country from coast to coast legions of fans would follow them faithfully. 7 shows in 9 nights. Song selections changing on a night by night basis. Rabid fans wanted to be there when their favorite song was played. A long strange trip indeed. The flock became known as Deadheads...a tribute to the cult-like followers. Driving hundreds of miles from city to city while living out of a van represents the inconvenience. Buying tickets, and a steady supply of a mind-altering substance represents the premium. The "Dead" didn't have customers, they had a loyal, dedicated tribe.
The Grateful Dead didn't compete on price, product or service. You shouldn't either.
Loyal customers buy from you because of a connection they have made with you and your beliefs. One-time customers, or tire kickers don't feel that connection.
Your product or service isn't likely to resemble that of the Grateful Dead. Their ability to establish loyal followers should be a lesson for all who aspire to turn more than one-time transactions.
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