Hire the right people for your brand
It’s easy to just focus on the consumer when thinking about loyalty. However, the first thing you need to do is ensure that your employees are inspired to accurately portray your brand. Lauren Kayser, Associate Director at Ipsos Loyalty, has researched the world of customer experience within the travel and hospitality sectors at length, and she sees an unhappy frontline staff as one of the key reasons behind loyalty failing.
“We know there is a direct link between the engagement and motivation of employees and the happiness and satisfaction of customers”, she tells us. “It is therefore crucial that you are recruiting the right staff and ensure they stay motivated, feel empowered and genuinely want to come to work each day. If you don’t, customers will pick up on this and your brand will be directly impacted.”
Most of us have seen how bad interactions can change your view of a brand, and Mike Treanor, Founder and Design Director of Mullan Lighting, is no exception. “I’m most loyal to brands that genuinely want to fulfil their customers’ needs and believe in the products that they’re selling. If the product itself isn’t fit for purpose or the after sales service feels like an inconvenience to the brand in question, then my loyalty diminishes.”