Is loyalty important to you? Is loyalty necessary in business? Does loyalty make you feel safe? Is loyalty the definition of success in your business? What happened to loyalty?
Most business owners want customers to pick them, to only buy from them, to only talk about their business in a positive way to others, and then send those they tell, and those new customers have to do the same thing. It’s a pipe dream of course, but in a perfect world, your customers would stay yours, they would shop no where else but with you’re business. It’s also not realistic. Let’s be honest, you go where you get the best deal, not because you felt it was the right thing to do, like shopping locally instead of out of country. There’s some moral thing happening there, but people are people, they mostly think about themselves, what they want, not what the business owner wants, and eventually needs.
If we’re speaking truth, and nothing but the truth, business owners do one thing, some do it well, and most don’t, they gear everything to getting as much of your money as possible on that visit. Why? Because they know you’re not loyal, you probably won’t be back! You, the frugal shopper you are, are looking for the best deal, not a relationship. But what if you built a relationship with that business owner, and you kept coming back, what do you think would happen? The problem isn’t the relationship, it’s the time you would have to invest to bring it to a place where you felt like you were getting more than you paid for.
As I look out 5 years from now, what does loyalty look like, will it exist? There is such abundance today, a plethora of places to get what you’re looking to buy, I would be hard pressed to say loyalty will be in the equation. Having said that, something old is going to happen, we will go back to our old habits, we tend to get lazy eventually don’t we. We tend to go back to the places we bought from before, places we think we trust, and we never have to leave the house! That’s what it used to be like for bricks & mortar business, you had to go to them, there was no online choice. Today, just a click of the mouse gets the result you’re looking for, without the physical effort.
So, will there be loyalty for the future of business? Sure. But it will be because we dealt with that business online before, not because we looked long and hard for another better deal. Digital does two things, it gives you a false sense of security, and you don’t have to deal with a particular business if you don’t want to. The security only comes from a positive experience with an online business, nothing went wrong, so you place your trust there be it right or wrong, that’s what we tend to do. And as far as looking, searching for a better deal, you might…but we are lazy, and we’ll default to where we dealt with before.
That’s if we’re being truly honest with ourselves, you know, speaking truth. Loyalty in the future won’t be as earned like it used to be, and that relationship will be shallow, it will based on whether something went wrong or not. It will become about availability, on a moments notice, when you need or want a specific thing, not because you won’t buy somewhere else because you have a loyalty to a person or business.
Business owners who preach and truly believe that extreme, over the top customer service is the way to a customers loyalty button. This I know is true, I have customers, clients….no, friends, that have been with me over 7 years. They stay because they know, I’m going to be there, I’m looking after them….everything just works. So it’s possible, it takes tons and tons of work, are you ready for that kind of investment business owners? Just saying.