In the article, the focus of companies on reducing customer effort is challenged. Sampson claims that by making customers ‘sweat’ - allowing Good Pains - resources can be channeled to their Branded Pleasures. That is why IKEA, Starbucks, Louis Vuitton, Southwest Airlines, Sukiyabashi Jiro and other great brands are able to deliver a highly memorable and branded experience.
Written by Monique Jansen for Buljan & Partners Consulting
During the late 90’s and the early years of the 21st century, in many of the CRM mindset training sessions I delivered for our clients, I used to ask participants to get out their wallets and purses and start counting loyalty scheme and membership cards. They usually had many. Then I would ask them to name the companies and brands that they felt really loyal to. The common outcome was that they mentioned only a few, and in many cases those brands were NOT the ones they carried the cards from.
A few years later this training trick did not make too much sense anymore, loyalty schemes were cancelled, went bankrupt or prioritized out, because they failed to prove return on investment. Continue reading →