Almost three months ago, when restrictions due to the coronavirus began rolling out across Australia, panic-buying ensued. The CEO of one of our supermarket chains began writing a weekly email newsletter to customers in response. In it, he addressed customers’ genuine concerns about the availability of everything from flour to toilet paper. He gave people…Read More
The things we measure most are the most tangible—sales, clicks, votes, bums on seats. They can be seen and touched, counted and compared. The metrics of belonging are felt and harder to quantify. But it is those intangibles—often only evidenced or experienced over time, that are the backbone of strong relationships, communities and brands. We…Read More
We have the privilege of working to be indispensable to customers and making them feel like they belong—instead of stuck.
True loyalty is earned, not rewarded.
What if instead of only measuring, rewarding and expecting loyalty, we started measuring how we demonstrate it?Read More
My mum, (who is in her late seventies) wanted to negotiate the renewal of her internet and phone contract. She dialled the customer support number listed on her bill and was placed on hold for 30 minutes. When she finally got through to a human being, she was transferred to the ‘loyalty department’. She waited…Read More
“You’ll have it by Friday.” “I’ll call you tomorrow.” “We’ll be there by 3pm.” How many times have promises like these been made to you in the past few weeks, only to be casually broken and replaced by a fresh set soon after? Doing what you say you’ll do is the fastest route to building…Read More
In the village marketing was always about showing. Quality was demonstrated and trust was earned. As we outgrew the village and our small circles of trust and influence marketing became about telling. Loyalty was bought and exposure was paid for. But our digital connectedness is taking us back. Back to a world where people can…Read More
Shout. Your agenda. Short term gain. 50% off. Buy now pay later. Big funnel gathering the most prospects. Or…. Talk in whispers. Your customer’s agenda. Building trust over time. Products and services people can’t help talking about. “A few people loving you up close and about those people being enough.”—Amanda Palmer Image by bwaters23.Read More
Not all women love to shop. I am one such woman. So when I fall in love with a product, they’ve got me for life. That’s just one more decision I don’t have to make in the store. Glasshouse is a product I fell in love with years ago. Their fragrances are amazing, an indulgence.…Read More