| The other day I asked myself, "What businesses | | | | Grocery Store - I feel more loyal to their sale |
| have earned my loyalty?" Trying to answer this | | | | pricing than to the store itself. Usually our weekly |
| question prompted me to ask another; "Why do I | | | | grocery shopping is spread between 2-3 different |
| feel loyal to them?" | | | | grocery stores. The bulk of our spending depends |
| The Compact Oxford English Dictionary defines | | | | on who has the best sale that week. Restaurants |
| loyalty as "a strong feeling of support or | | | | - My loyalty is spread among 4 restaurants with |
| allegiance." In other words, as a consumer, what | | | | varying cuisines. On a scale of one to ten, with |
| businesses do I feel a strong allegiance to? What | | | | ten representing my ultimate loyalty, these |
| have they done to earn my continued support? | | | | restaurants rate around a six or a seven. |
| I chose a simple exercise to answer these | | | | Department Stores - I feel no loyalty to any |
| questions. First I listed each business I deal with | | | | particular store. My store selection is determined |
| on a regular basis. Then I add a comment about | | | | by where I can receive the best price on the |
| my feelings of support or allegiance, good or bad. | | | | items I want or need. |
| Instead of listing the business by name I listed | | | | Automobile Repair Shop - This business I do feel |
| them by the service they provided. | | | | some loyalty to. The owner has previous done |
| Here is an excerpt from my list. | | | | excellent work on several of my vehicles. |
| Electric Company - I feel no allegiance to them at | | | | Gas Stations - Again, I feel no loyalty to any |
| all. I remain their customer simply because I have | | | | particular brand. My spending is dictated by price |
| been too lazy to change providers. | | | | and / or convenience. |
| Telephone Company - Another business I feel no | | | | And the list goes on… |
| allegiance too. My wife and I have recently been | | | | When I completed this exercise I was surprised |
| discussing changing telephone companies. | | | | by how few businesses I actually felt a strong |
| Automobile Insurance Company - This business I | | | | allegiance to. Apparently there are only a few that |
| feel a sense of semi-loyalty. We have been their | | | | have really earned my loyalty. |
| client for over 8 years. We remain clients because | | | | "You don't earn loyalty in a day. You earn loyalty |
| of convenience more than from any great feeling | | | | day-by-day." - Jeffrey Gitmomer |
| of satisfaction. | | | | Is the lack of loyalty I feel more a reflection of |
| Barber / Hair Stylist - Total loyalty to this | | | | my attitudes and unmet expectations or is it |
| business. Every 6 weeks or so, for the past 4 | | | | merely a response to the service which I typically |
| years, they have continued to earn my repeat | | | | receive? |
| business with competitive pricing, quality work, | | | | Stay tune for the answer in my next blog article: |
| and personalized friendly service. | | | | How to earn the customer’s loyalty? I invite |
| Credit Union - Feeling extremely frustrated with | | | | everyone to compile their own list. I would |
| them right now. For over 15 years we had felt a | | | | venture to say nobody can honestly list more |
| great deal of loyalty to them, but due to | | | | than ten businesses that have truly earned their |
| repeated poor customer service my loyalty is | | | | loyalty. |
| quickly waining. | | | | |