A friend of mine drives across town, three cities actually, including ours, for an appointment with her hairdresser.  The drive is about 60 km one way and, in traffic, it could take 1.5 hours, but my friend claims it’s worth it.

Now there are 3897 hairdressers (I looked it up) between my friend’s home and her stylist.  Surely there must be a closer option... but my friend is convinced her gal is the one.

What motivates her to drive that distance and commit to the time?

Loyalty.
 
Now, the word “loyalty” is used to describe customers who keep coming back, but I think that's somewhat of an assumption.

There are tons of “loyalty programs” out there to keep people connected with a brand - like my grocery chain rewarding me with points for shopping at their locations – but how likely are you to jump ship if another brand comes along and offers a similar product, but with even better service, purchasing options, or distribution model?
 
Are you truly loyal or simply a repeat customer?
 
Aha  ~   “Loyalty is a feeling” - Simon Sinek, author: Start with Why: How Great Leaders Inspire Everyone to Take Action
 
True loyalty challenges you to travel further, pay more, and be slightly inconvenienced because you connect on an emotional level.
 
When you shift your thinking from viewing your customers as profit-potential to viewing your customers as friends, you interact with more empathy.  You light up at their success and feel a sense of fulfillment by connecting your purpose with theirs.

Sinek says, “If we want to drive transactions, we make a pitch.  If we intend to build loyalty, we make a friend.”

The feeling of loyalty is born of trust.
 
“People don’t care how much you know until they know how much you care.”   ~ Theodore Roosevelt

Speaking of loyalty and customers who are friends: as you read this, I will be in Bermuda visiting with many who meet that very description, chocolate in hand, of course.  Twenty-four years of emotional investment and true appreciation for one another. I will still go LIVE in our Trailblazer group to talk about building loyalty, but NOT at noon, likely around 5:00 eastern when I return to my hotel.  Come join me Aha! Moment Trailblazers|Facebook #hugyourcustomer

Succeed Deliberately!

Jae M. Rang, MAS           

Strategist, Speaker, Author, Mom