Every time I submit an article, I think, ‘what will I write about next month?’ I try to trust the process and allow ideas to flow – but sometimes it is the last minute before the universe sends me an ‘ah-ha’ and lately, it has been coming in the form of a notable experience.
So, again, this article came to me after a visit to my doctor’s office. Their office has recently moved to a new location and is conveniently right up the street from my office. I was triggered to make the yearly physical appointment by a direct mail piece that arrived a few weeks ago reminding me of their recent change in address. Interestingly enough, on the oversized postcard there was a graphic that touted ‘bring this in on your next visit for a $5 gift card to Boriello Bros Pizza’ (which was located in the next shopping plaza.) It was curious, as I have never seen a doctor’s office co-advertise with a pizza joint….hmmm. But, I happen to like the new pizza place and was excited that I remembered my ‘coupon’ for the $ 5 gift card when I went in for my appointment.
When I arrived, I stated my name and birth date and the administrative assistant pulled my chart. I then handed her the postcard offer and asked for my $5 gift card. She took the card and went back to the computer to check on something….when she came back she said “I’m sorry, this offer is only for NEW patients.” My mouth stopped watering for the pizza I was thinking about having tonight. She promptly showed me the 6 point italicized type that mentioned – ‘offer good for new patients only.’
Ugh, I thought, and spouted out “I have been coming to this practice for over 10 years….where is my gift for being loyal?” I have also referred a couple of friends there as well, with no recognition whatsoever. This sort of surprise and ‘let down’ made me feel that all my years of loyalty and referring have gone un-appreciated. But what I did get was a great idea to write about! J (Always try to find the good in every experience! Ha!).
Anyway, this happens enough out there (and I bet you have experienced it to as a customer) that I thought it worthy to discuss with other business owners to remind you to become more highly conscious of the appreciation of your current loyal customer base. Another colleague of mine is in the satellite TV business and says they get competitor customer calls all the time wanting to jump ship because their current service provider wants to charge them $19.95 for a new remote, after having been a customer for over 5 years or more. Meanwhile, the competitor is offering its new customers free installation and 6 months free HBO.
What is happening to our priorities here? We all know that it takes more time, effort and money to acquire a new customer than it does to upsell and sustain a current one. Do the math. This business building strategy would work much more powerfully if there were elements in the campaign to recognize and ‘gift’ the loyal customer base as well. Surprise your current customers, knock them off their feet, with an impromptu gift coupon of your products or services. Or partner up with a host-beneficiary* vendor and reciprocate the promotion of each other’s products via a referral gift campaign or simply a ‘THANK YOU for being our customer’ campaign. Think about how to create brand champions from your current loyal customer base. This is a powerful opportunity to build a ‘no-cost sales force’ out of your own passionate customers.
Starbucks gets it. I love their loyalty card that resides conveniently on my key chain and is re-chargeable. As a new member, I received a free drink and two hours of free wi-fi, then, as I continue to experience their products (and great service), I receive more and more levels of specials. At anytime I can access my account online and see where my level is and what I will be getting next! This idea isn’t new, but is being re-invented and enhanced by those brands who truly understand the customer appreciation dynamic…a secret to building amazing brand loyalty!
*Host-beneficiary relationship: a partner/vendor company who compliments the services or products you sell, and focuses on the same market demo and psychographics as you do, but is not in direct competition with you. For instance, a Fitness Gym may partner with a local health food store that is nearby to co-promote each other’s products and services with coupons, membership specials, etc.
Suzanne Tulien is Principal and co-Founder of The Brand Ascension Group, a multi-faceted consulting and training firm specializing brand perception. She is author of The 6 Myths of Small Business Branding, and co-author of Brand DNA. She is also on the Expert Panel of YoungEntrepreneur.com. View her full profile here.
