Loyalty, what loyalty?
Loyalty is a big word now probably more than ever. Friendships are based on them, and businesses fight for it. Today, with the economy as fragile as a new born, loyalty is fast becoming the fighting ground.
Brian Solis has recently discussed how social crm has and will be the future for buisnesses in these “desperate” times, and I for one can’t help but agree with him.
My whole trip to Italy, where currently I am writing this post from an airport on my iPhone, was based around my lack of loyalty to the brands which have for some reason abandoned me.
I used to fly with British airways, but the strikes led by a bunch if over zealous and farcical workforce have distracted the communications that I was receiving until recently. Why could I have not received an email to say, “hey mr de Blasio we are still flying, why not check our routes, and if you book today you get 15%off”? Instead I heard nothing, not even on their facebook page! 22 years loyalty swept away in one swoop.
The hotel was a recommendation, and when I enquired about it, I had different social media channels telling me how great it was, why would I be loyal to the cheaper ibis down the road where on my last stay I complained so much I made nuclear protesters look like stay at home parents!
Social communications are shaping our choices, 8 out of 10 people read reviews before purchasing a tv last year, and 6 out of 10 changed their holiday destinations based on user generated content.
So, come on brands, what are you doing to spread your relations to those who spend money with you?
