How many customer cards do you have in your wallet right now? It's likely that the companies you actually love aren't among them. Here's the psychology behind how some companies get us to love them—and others don't, by mattjohnsonisme
There are two main issues with loyalty programs. The first is that there is nothing proprietary about them. Any competitor can offer a loyalty program. If a company comes up with some really great perk, its competitor can quickly copy it. The programs are ubiquitous and so they don’t really help a company stand out. All in all, they're a dime a dozen.
In addition, some of the most beloved brands—from Trader Joe’s to Southwest Airlines—have seldom used a formalized loyalty program at all.While there's no formula for reaching"logo tattoo" level loyalty, the general strategy goes beyond these transactional dynamics. For these more enduring connections, customers must think of the brand in the same way they think of a close friend or family member.
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