The long wow — experience as a strategy for customer loyalty
But even though it’s become much more simple to measure customer loyalty, it obviously isn’t simple to create it. This contrast is probably what led to Orbitz Chief Marketing Officer Randy Susan Wagner to quip, “If you want loyalty, get a dog.” Rewards cards, frequent-whatever-programs, and other popular attempts at loyalty are artificial and just get in the way. Instead, engaging customers in more meaningful relationships over time is what builds true loyalty. And that’s where great experiences can play a big role in creating loyal customer relationships. In the essay “The Long Wow,” I lay out an experience-centric approach to fostering and creating loyalty by systematically impressing your customers again and again. I’m curious as to what you think of it.
Customer loyalty, the idea that a customer will return to you again and again, is a hot topic these days. It’s enjoyed plenty of focus ever since Fred Riechfield shared a simple calculation to measure the loyalty of your customers.
