oyalty is built from a consistent experience of excellence. Each of the steps in our customer journey is a building block of experience. From the marketing activity that got me to the site, to the product and price that gets me to buy, to the delivery that gets me the product – each of these builds or destroys the promise. The thing is, when things don’t go to plan, it’s your single biggest opportunity to destroy all the positive experiences to date, or to propel them into the loyalty stratosphere.
The service interactions you offer matter so much as they’re the promise that you’ve built along the way. Your product can be perfect, packaging incredible but if Mary can’t be bothered to speak to me about my return, then none of that matters as much. It’s Mary that’s ruined it. Damn you Mary.
If you’re able to create a service experience that is effortless, it makes me want to come back. It makes me want to tell people you’re awesome. It’s free marketing. It’s repeat business. And that is great.