Top brands understand it’s not rewards programs and incentives that drive customer loyalty, it’s customer service. The true test comes when customers have problems–the way a company handles these situations can create a higher level of loyalty or drive customers away. Micah Solomon writes about what great brands like LEGO, Apple, Nordstrom and Southwest Airlines are doing right.
“Programs and rewards deserve consideration in your marketing mix, but it’s a novel, even cynical use of the English language for a consultant to tell a merchant that when a customer hands you a card to scan at the register it’s somehow akin to having created a loyal customer.”
A good customer feedback program identifies how well you’re meeting customer needs and alerts you when you’re not…before it’s too late to take action.