Loyalty Built On Happiness?
Seth Godin was recently asked why people are generally unhappy even though most have a better standard of living today than Louis XIV did in his day. His response – brands are spending less time reminding loyal customers how happy they are.
DMNews is reporting the same with Sprint Nextel. They are pinning hopes for loyal customers on happiness.
There has long been a gap between brands with loyal customers and brands with fanatics or evangelists. Does happiness bridge this gap?
Just a couple quick examples:
- Google Code of Conduct “Don’t Be Evil."
- Apple “Digital Lifestyle” as a subsection of “Business Strategy” for all annual SEC filings.
- Disney “The Happiest Place on Earth.”
- Harley Davidson “Live to Ride! Ride to Live!”
- BMW Mini Cooper New York Times Review “Whatever one may think of the Mini Cooper’s dynamic attributes, which range from very good to marginal, it is fair to say that almost no new vehicle in recent memory has provoked more smiles.”
The NYT review goes on to point out the adoration of the new VW Beatle design that preceded it by a couple of years. While quite a time has gone by, it’s easy to remember the inclusion of a flower vase holder as a standard and appreciated feature.
Is the ability to report and track metrics acting as a blinder to a greater potential to build loyalty through reminding members how happy programs are making them, or should happiness be restricted to print and online delivery vehicles?
Comments (3) | 162 Views
Apple, Disney, Harley, VW and BMW have done a great job in creating desire (if not lust) for well designed, category-leading products. Will these products ever make an unhappy person happy? Certainly not. But if we’re willing to define “happiness” as customer satisfaction or a favorable impression of the company’s brand, then that changes the conversation.
None of these companies will win customer loyalty by offering up self-congratulatory reminders of what went well in the past. Instead, I’m convinced that companies who truly listen to their customers, stay engaged with them, respond to their needs, and evolve their products and services will win truly customer loyalty.
What makes you loyal to a company? Does happiness = loyalty to you?
"Advertising is based on one thing: happiness. And do you know what happiness is? Happiness is the smell of a new car. It's freedom from fear. It's a billboard on the side of a road that screams with reassurance that whatever you're doing is OK. You are OK."
People are irrational. That's well known. There must exist some place in brand loyalty for simple reassurance.