When it comes to creating brand loyalty, I believe TRUST is top.
In the simplest (real life) terms:
I don’t trust Hermes* to return my product to Amazon, but I do trust Amazon to refund me anyway.
Therefore, I comfortably buy from Amazon, but I wouldn’t choose to send anything via Hermes.
Trust is key
Building trust is tough.
Add to that, once you’ve created trust, you must fight to keep it.
That means not letting your customer down.
Gosh, it’s getting harder!
But if you must disappoint your customer you can still keep loyalty if you’ve made enough deposits in their emotional bank account.
Do this and they’re likely to forgive you.
But you must avoid going overdrawn so rebuild and quick.
Do your customers (internal and external) trust you?
Do you trust me?
Who do you put your trust in? I’d love to know.
I’ll send a copy of my book best-selling customer service book 5 Star Service to the person who leaves my favourite comment.
You can leave yours here.