What drives brand stickiness — Paula Thomas // Let’s Talk Loyalty
- Part 1How customers define loyalty
- Part 2 What drives brand stickiness — Paula Thomas // Let’s Talk Loyalty
Show Notes
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?01:48 : What is brand stickiness?Ben briefly recaps yesterdays episode on defining customer loyalty. A lot of factors help to brand stickiness over the years. But Paula believes that the main element is customer experience. Ben and Paula talk about how the overall customer experience is directly related to the stickiness of your brand. You have to think of every customer touchpoint to make sure that the experience is always seamless. Ben and Paula discuss the value of simplicity.
Quotes
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“Brand stickiness is something that is driven by so many different factors. But customer experience is, to me, ultimately what drives the stickiness of a brand.”
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“Customer experience looks at absolutely everything the customer experiences from your brand. So not just what you tell them, but also how you behave now. For example, how you behave on your pricing strategy.”
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“Whats the purpose of a loyalty program if the customer isn't willing to figure out exactly what the value of the exchange is? I fundamentally believe that if you can simplify everything, your customers will value and appreciate your brand.”
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“Like the Pareto Principle says, 80% of your revenue will come from 20% of your customers. This is where you spend your budget. A well-designed loyalty program provides consistent, year-round transactional rewards.”
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“It's important to balance the transactional loyalty and what we would term emotional loyalty, because there's lots of different ways to earn the customer's allegiance.”
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“To me, some of the most undervalued and underutilized techniques are around two things. One is saying, thank you. And the other is saying happy birthday. And this to me is still extraordinary in this day and age.”
- Part 1How customers define loyalty
- Part 2 What drives brand stickiness — Paula Thomas // Let’s Talk Loyalty
Up Next:
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Part 1How customers define loyalty
Ben talks loyalty with Paula Thomas, the host of Let’s Talk Loyalty. Let’s Talk Loyalty is a podcast where Paula shares the latest ideas and marketing insights surrounding customer loyalty. What does customer loyalty look like? Today, Ben and Paula talk about how to define customer loyalty.
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Part 2What drives brand stickiness — Paula Thomas // Let’s Talk Loyalty
Today, Ben and Paula Thomas, host of Let’s Talk Loyalty, talk about how you can build customer loyalty with the use of loyalty programs. Let’s Talk Loyalty is a podcast where Paula shares the latest ideas and marketing insights surrounding customer loyalty. What drives brand stickiness? Ben and Paula discuss the strategy and process of building brand loyalty.
