Comments on: The Myth of Brand Loyalty

By: Door Levers

Door Levers — Mon, 06 Feb 2012 22:42:00 +0000

Brand loyalty is a major thing these days. People now choose one brand over the other, quite literally

By: ed hardy

ed hardy — Fri, 23 Jul 2010 07:05:00 +0000

By: micro sd

micro sd — Wed, 16 Jun 2010 12:44:47 +0000

I haven't owned an apple but am looking to get one. I can understand your annoyance at company's not knowing the people who make them possible…their customers. Most of the time especially online you hear only good things about Apple but this is clearly a case where they could have done much better. And with current technology there doesn't seem to be an excuse.

By: Ray Martin

Ray Martin — Wed, 02 Sep 2009 09:00:46 +0000

This reminded me of something that T-Mobile used to do when I would call customer service, they'd thank me for being a loyal customer for x number of years. I had started my first cell plan with them when they were VoiceStream. It was sort of canned or scripted, but I liked the acknowledgement that I had stuck with them.

I also REALLY like the fact that your e-mail newsletters address me personally. I know that's part of the program you use, but it was something I noticed right away from the first one I read. It was like you were talking to me.

By: Ray Martin

Ray Martin — Wed, 02 Sep 2009 04:00:46 +0000

By: deboarhberry

deboarhberry — Wed, 19 Aug 2009 19:08:10 +0000

RIGHT ON, BROTHER!!!!!!!!!!!! Do you think they're paying attention? By “they're” I mean all businesses who solicit existing customers, don't offer incentives to stay with that business and take you for granted because you are and have been a loyal customer.

By: dsearls

dsearls — Sat, 15 Aug 2009 18:18:46 +0000

Great points, Chris.

And yes, VRM is the way. (And there will be many VRM ways.)

Meanwhile, no CRM system will cut it. It's not just that they're dumb, or operate at companies that don't care. It's that they bear the entire burden of a "relationship" that isn't.

We need native relationship-burden-bearing tools on the customer's side. That's what we're working on at ProjectVRM. (Which is actually a collection of efforts, scattered mostly between the U.S. and the U.K.)

By: nigelcaine

nigelcaine — Thu, 13 Aug 2009 17:00:41 +0000

Hi Chris,

I read about something similar in a class a long time ago. It's possible they are trying to reinforce the reasons why you bought the Mac to address any buyers remorse.

In my class the example was how auto companies were addressing buyers remorse in their tv commercials which serve two purposes, the first being to attract new customers, the second to offset buyers remorse, and this was done by going through the attractive features

Nigel

By: Cindy West – Does technology take the common sense out of brand marketing? « Stalwart Communications Blog

Wed, 12 Aug 2009 05:05:29 +0000

[...] was reading a blog post over the weekend on Chris Brogan.com titled “The Myth of Brand Loyalty” and his post struck a nerve. Chris talks about his long relationship with Apple as a satisfied [...]

By: crmtutor

crmtutor — Tue, 11 Aug 2009 19:04:22 +0000

Chris, I agree 100% We should demand that these brands (as you correctly boxed – where we spend thousands) get the necessary systems in place. Use (some of) the profit they make from us, their consumers, and improve our experience in dealing with them. Main profile details and interaction (incidents, purchases, warrantees, etc). It's not that difficult, I know. And the fact is, most companies/brands that invest in their own CRM (Customer Relationship Management) strategy, are rewarded with “as loyal as can be” customers that return for business.