In her recent blog post, True loyalty found best on Valentine’s Day – for us marketing folk, Anna Duckworth talks about some new insights into customer loyalty from CMA’s Loyalty Conference. By going through various views and opinions from the conference, she concludes that quality, service, experience and value are essential in building a durable customer loyalty.
I like the way Anna tells the story. She argues that there are three main elements underpinning consumer loyalty: “Success can all fall apart with one bad service experience”; “loyalty programs can change behaviour”; “getting personal is all about knowing your customer to truly industrialize intimacy”. Then, she uses a conference participant’s story to support her idea. In an effort to prove that bad custom experience would ruin a business, she writes about how Canada Post uses good service to attract consumer. This blog addresses the issue of building up consumer loyalty and largely summarizes the conference by presenting key examples.
However, it seems lacking attractive images and thoughtful analysis, and this, I believe, are her major weaknesses. If the writer could add some graphics to her post, it will function well in attracting readers’ attention. While the writer does a fantastic job in summarizing the participants’ views, she shows less personal thoughts into the topic. The whole article is all about what others have said, and it fails to well reflect the writer’s own concerns relating to the topic. The absence of deep analysis makes the post more like a report, than a considerate marketing blog.
In general, I enjoyed this blog post. It indicates a simple model of building a consumer loyalty in a concise way. It just like building up a romantic relationship. All you need to do is to show your heart, and then continue to contribute.
