Customer Loyalty: “Let Me See if I Understand You …”
Maybe this has happened to you …
You walk into a restaurant when you receive your bill and along with it comes a request to join an elite club.
And like all elite memberships yours comes with special deals, points for free meals, bonuses, and all the things that one would expect when you belong to an elite club… AND IT’S ABSOLUTELY FREE!
Recently my friend Pamela and I were having lunch at Claim Jumper Restaurant here in Phoenix. Claim Jumper is part of the Landry Group of restaurants which include the likes of Morton’s, McCormick & Schmicks, etc.
While we were there where we received an opportunity to become a member of their elite club.
We learned how we could earn points for discounts and free meals all for the low, low, non-refundable, one-time, membership fee of $25.00!
EXCUSE ME … LET ME SEE IF I UNDERSTAND YOU?
You want me to pay you $25.00 for the privilege of having the opportunity to dine in your restaurant? You want me to pay you for something that you should be providing for free. You want me to pay you for being a loyal customer?
Somewhere along the line somebody thought it was a great idea to bring customers back by offering them the opportunity to pay for being loyal … I would love to meet that marketing guru!
5 things you can learn about this to help you in your business:
- It is 6 to 7 times more expensive to find a new customer than it is to keep one.
- Unhappy customers tell other people about you and they simply tell other people and they tell other people … and you damage your brand.
- Loyal customers tell other people about you and those people in turn become loyal customers … and your business grows.
- Customer loyalty is something you earn … it’s not something you charge your customers for … don’t ever believe that your customers should pay you for their loyalty.
- A loyal customer is worth their weight in gold!
Prior to this experience I made Claim Jumper a regular part of my dining out experiences.
Will I ever go back? Maybe …
Has my perception about their brand changed? Absolutely …
The gifts in all this is that it should remind you to never lose sight of how valuable your customers are to you.
It also is a great reminder that in this day and age when customers can turn on a dime (literally) … customer loyalty is more valuable than gold!
And that my friends … is a claim I’m willing to jump all over!