The news and trends affecting consumer engagement
That You Need to Know
In this week's customer engagement recap:
- McDonald’s to Implement Loyalty Program by 2017?
- What Is The Definition of Customer Loyalty?
- March Madness Could Cost Employers $4B in Lost Productivity
- NIKE CEO: Self-lacing shoes will be as big as self-driving cars
McDonald’s to Implement Loyalty Program by 2017? (Loyalty 360)
The biggest question here is why this hasn't happened sooner. With high competition and little differentiation among fast food retailers, loyalty programs make a lot of sense. We all know how popular the Monopoly contest McDonald's holds annually. What if they could recreate that year-round for members, for example, and give extra game pieces for non-purchasing behavior?
One interesting side note: according to early reports, this program will be based on number of visits. Unlike Starbucks, which recently shifted from visits to dollars spent, McDonald's doesn't have a ton of variation on their menus. It's hard to spend $20 without bringing your whole family. They win just as much by keeping someone from going to Burger King, even if that person is only buying something from the dollar menu.\
What Is The Definition of Customer Loyalty? (The Access Loyalty Blog)
This article has already generated some heat and pushback. Which makes sense - how do you define something that doesn't have a set definition? Dictionaries use phrases like "faithfulness" and "adherence," but that doesn't mean much to a plumber. That guy just wants to be the one the customer calls when their pipes go on the fritz again. That's loyalty in his world.
But what is loyalty to McDonald's, to use a fresh example? It's unreasonable to think that someone will go them and only them every time they want fast food. There are people who do that, for sure, but probably not enough for the 80/20 factor to kick in. Their most profitable 20% is most likely built around the person who comes in 3-4 times a week, or grabs a coffee for their commute each day. Fidelity isn't as important to them as it is to the plumber.
That's a long-winded way of saying that loyalty, like beauty, is in the eye of the beholder. I'm absolutely open to more feedback and comments on the article, or at my LinkedIn profile.
March Madness Could Cost Employers $4B in Lost Productivity (NBC News)
Instead of dwelling on that potential loss and cracking down on hoops gazing, use this event as an engagement measuring stick. Are there clear expectations about what employees need to accomplish? Are they bought in and engaged? Do you trust them to get done what needs to get done?
If so, then let them watch hoops for a bit. Trust and empower your team to get their work done, and not a single cent of productivity will be lost. Remember, a lot of people aren't working the classic 8-5 any longer.
Now, calming the ire of your angry IT bandwidth managers is something else entirely...
NIKE CEO: Self-lacing shoes will be as big as self-driving cars (Business Insider)
What a time to be alive! Why not go all the way and create self-driving shoes? "I'm going green by walking to work, except I'm not walking. And my shoes tied themselves."