The typical consumer is happy with almost everything they buy. When things work like they should, taste like they should, smell like they should, then that’s an “expected” experience. Which is a good experience, customers just don’t phrase it that way because they’ve become accustomed to things just working.
Think about the full basket of goods you walked out of the Megastore with last week. Of 30 items purchased, you probably had the expected experience with 29 of them. You’re a satisfied customer, and likely to reach for the same brands the next time you shop.
You’re sorta loyal and don’t even realize it.
Sometimes your customers/members/employees/users, just need to be reminded that they’re happy with you; sometimes you need to remind them just how much they love you.
This notion isn’t exclusive to consumer products. In fact, it’s critical for groups like B2B marketers, alumni associations, membership clubs, employers, and others that rely on ongoing relationships to get more engaged with their audience by showing some love back.
It’s the difference between being just another favorable brand and a favorite brand. These are the brands people stick with through thick and thin – when they do finally have a bad experience, they’ll often give these brands a shot to make it up to them. Quasi-loyalty doesn’t earn that right.
Most organizations can’t have a valuable daily interaction with their audience. These efforts are seen as impersonal at best and spam at worst. They don’t offer much in terms of WIIFM (what’s in it for me, but you knew that) because they’re so blatantly screaming out “LET US SELL YOU MORE STUFF.” They should be saying, “We love you.”
It’s one of the reasons we’ve had 26 years of success here at Access. Our discounts act as that daily “hug and kiss” from an organization to its members. Our clients get the chance to have a positive daily interaction with the customer, with no pressure and sales pitch involved. Just helping them save money.
Your customers are already in love with you, they just don’t realize it yet. Show a little love in return and make it a big, gooey romance.