Customer Loyalty | Back to Basics | Thank You
Covid19 is impacting all our business plans and has stalled many major initiatives.
The question is – going forward how will we retain our existing customers and rekindle their loyalty to our brand or service ‘during and after lock down’.
It is imperative as business owners we re-plan and consider putting in place a strategy and tactics for the near future, to rebuild our approach to customer engagement with a view to rekindle our customer base.
Explore a quick and simple but effective way to keep existing customers by recognising them for their business and loyalty to our brand or service and to engage with them directly on a 1:1 basis.
The most effective way to do this is using very basic marketing tactics and to personally communicate on a 1:1 basis.
Devise a communication campaign starting with a single message from the heart of the business saying ‘THANK YOU’ for their loyalty & custom.
There are a plethora of multi media techniques and missives available that we can use to get the message across – choose which is the most cost effective and expedient way to communicate.
Back to Basics: 3 Step Plan
- Social media as we know plays a massive role in society and by placing a well structured ‘THANK YOU’ message on different social media means that it will reach as many people as possible as quick as possible.
- Alternatively a simplistic well designed printed personalised mailing in the format of a ‘THANK YOU’ card or personalised em message.
- A tastefully designed video with a message from the owner or CEO of the organisation or better still the front line employees expressing how much you value your customers and their business played in store (essential businesses only). This can also be featured on social media platforms thanking your customers for their loyalty and reassuring customers your business or service – will be back when it is safe to do so.
But most of all whatever marketing communications tactics you choose – do it now – and do it today!
Distressed Merchandise – Airline Belly Hold
The Airline Cargo Manager today has the responsibility to maximise the Aircraft belly hold and ensure maximum ULD Load and Profitability of Cargo per flight.
Without sophisticated Knowledge Management and Business Intelligence Systems how does he ensure his Cargo shipments are Optimised and Profitable. Despite all the experience and knowledge of the Cargo Manager there is always inventory left on the table and unsold capacity.
Thinking aloud, what if there was a Web Site similar to eBay that is purely focused on Airline Cargo?
- Distressed Merchandise i.e. unsold Air Freight space could be sold by carrier to the highest bidder i.e. Shippers and Freight Forwarders community.
- The benefits for the individual Shippers & Freight Air Freight, the Community Web Site would offer at a discounted last minute at auction rates.
- The benefits for the Airlines participating in the scheme they would be to maximise belly hold and increase profitability every time .
Fact or Fiction?
What does it mean to be “customer-centric” as an Airline or Business? Assuming that you start with a quality product and service, being customer-centric means understanding the customer’s point of view and respecting the customer’s interest. You fix problems, handle complaints, and remember individual customer preferences. Customer Loyalty programmes assist in this objective.
But customer centricity isn’t merely a matter of adding up these different components of quality, service, insight and responsiveness. You can introduce all these ideas into your business model, but if you don’t grapple with your company’s most basic strategic objective, then sooner or later your efforts will fail.
In the past I’ve found it helpful to explain the contrast between customer centricity and product centricity by understanding three criteria that actually help organisations to differentiate themselves from the competition. If you think about it, for a business to be competitively successful, it must meet three criteria:
- It must be able to satisfy a customer’s need
- It must identify a customer who wants that need satisfied
- Organisations must communicate in the media of preference and choice.
In this world of immediacy that we live in is the mobile wallet the way to go for customer loyalty in the future? What are your views