SHIFT FROM LOYALTY TO RELEVANCE.

Ok, so you want customers who are loyal to you. Well, you can’t always get what you want., but, as you know,
if you try sometime, you just might find…

You get what you need when you shift your thinking and investments from “Loyalty” to “Relevancy.”.
Bonus: When you shift from Loyalty to Relevance, loyalty happens.

Try this roundtable topic with your team: the Five P’s Test of Your Brand’s Relevance (to Customers).

Purpose: Do customers feel the brand shares and advances their values?
Pride: Do customers feel proud and inspired to use the brand’s products and services?
Partnership: Do customers feel the brand relates to and works well with them?
Protection: Do customers feel secure when doing business with the brand, the company, the people?
Personalization: Do customers feel every experience is tailored to their needs and priorities?

By the way, when you think about it, a dog, your supposed best/loyal friend, is only truly loyal if you’re relevant to its needs of hunger, going for a walk, playing and just being there for them. Maybe it’s you who is the best friend.
As it should be both ways in any relationship, yes?

***

See part 1, Purchaser to User mindset shift and Market Like Water.

Source: Relevance over Loyalty Published in this issue of HBR. Authors: John Zealley, Accenture, senior managing director and consumer goods & services global industry lead; Robert Wollan, Accenture, global managing director for advanced customer strategy; Joshua Bellin, Accenture, senior principal in Accenture Research.