Taking Off With Customer Loyalty
Posted by Jennifer Maul on Tue, Nov 29, 2011 @ 06:26
One of the most rewarding aspects of my role as Chief Customer Officer at Vendavo is visiting with you, our customer, to define the next steps in the pricing journey, to build upon a trusted relationship, and to foster loyalty. I log many airline miles and hotel nights to achieve this goal. Even today, I am sitting in a dreadful place – in an airplane waiting on the tarmac due to a flight delay. As I wait, I reflect on a travel delay I experienced this past summer.
I had made it to my interim destination and was faced with yet another delay (summer weather in the Midwest is the business traveler’s bane of existence). As I fretted about backup plans to make a crucial customer meeting the next day, the Marriott called me. They were concerned because I had not checked in yet and wondered how they could help. Long story short, the Marriott ensured I would have a room when I arrived, and when I did so, they were ready with room key in hand and a delightful attitude. Not once in 15 years of traveling has that occurred - it was such a simple and personal gesture from the hotel’s night manager. While I was already very satisfied with Marriott, this experience confirmed me as a lifelong loyal customer.
With this example in mind, I examine our customer loyalty and how to continually foster it with Vendavo customers.
First, why is loyalty important? It’s important because this is the type of relationship we want with you. In our annual customer satisfaction survey, we measure your real experiences with us. Those realities tell us about your perceptions. Perceptions drive attitudes, attitudes drive behavior, and we want to foster loyal behavior during our lifelong relationship with you. It is a complex path, all starting with our everyday experiences with one another.
Second, when and what are those experiences where loyalty gets built? Whether it’s my loyalty to the Marriott or your loyalty to Vendavo, at the core, it’s a question of how we have treated one another. It’s not about blind loyalty; it’s about earning it. Loyalty happens when we deliver with one another – when we both hold up our end of the agreement. Loyalty happens when things get rough, and we work through the problem together. Loyalty happens when you know that we will solve your problem. Loyalty happens when we have worked together on multiple projects, when those solutions delivered value to you, and when you talk about those positive experiences with others. Loyalty happens because both of our teams step up with exemplary service, because they are dependable.
The plane is preparing for takeoff, and as I head to visit one of you tomorrow, I’ll be ready to ask you about loyalty because the benefits are mutual – it’s the foundation of a successful relationship.