chrisbrogan.com - Latest Comments in The Myth of Brand Loyalty

Re: The Myth of Brand Loyalty

Door Levers — Mon, 06 Feb 2012 17:42:39 -0000

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

Re: The Myth of Brand Loyalty

micro sd — Wed, 16 Jun 2010 03:44:47 -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.

Re: The Myth of Brand Loyalty

Ray Martin — Wed, 02 Sep 2009 00:00:46 -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.

Re: The Myth of Brand Loyalty

deboarhberry — Wed, 19 Aug 2009 15:08:10 -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.

Re: The Myth of Brand Loyalty

Doc Searls — Sat, 15 Aug 2009 14:18:46 -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.)

Re: The Myth of Brand Loyalty

nigelcaine — Thu, 13 Aug 2009 13:00:41 -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

Re: The Myth of Brand Loyalty

crmtutor — Tue, 11 Aug 2009 15:04:22 -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.

Re: The Myth of Brand Loyalty

PaperQueen — Tue, 11 Aug 2009 12:41:47 -0000

We’re of like minds; just got the same email this weekend, about 24 hours after registering my new MBP. Cracked me up since I’ve been an Apple devotee since 1985 (which adds up to at least a dozen Macs alone).

Silly, silly, silly, Uncle Steve....c’mon...it’s not like I’m asking for a birthday gift or anything....

Re: The Myth of Brand Loyalty

JonAndersonFan1025 — Tue, 11 Aug 2009 04:50:35 -0000

Hmmm...interesting point you make, Chris! I'm new to your blog, but I definitely like your style. Your blog is SO going in my faves!

You would think Apple would polish their PR tactics a bit and say to their trusty, loyal clientele, "since you're our loyal customers, here is a sweet deal for your next computer/hardware purchase."

After all, if they REALLY want to make Microsoft look 'bad,' in the PR department, let alone computer OS department (as indicated by the last few months' spate of 'hip-looking youngster'-vs-stuffy-beige-40-something' commercials), they need to hunker down next to their customers and lure a few more people into the ultra-hip Garden of Eden that is Apple, Inc., by doing the following:

1) Being very obvious about donating more than a few computers to underfunded schools. Not only would that incur instant good karma on their part towards the disadvantaged school districts who are floundering in this crappy economy, but it would further encourage the brand competitiveness that spurs on the brand loyalty they, as a company, would naturally desire. Win-win! ;-)

2) Include open-source software (read: Linux-compatible stuff) on their computers that encourages people (especially those in the 18-30 age group) to get their developer-geek on..something that Microsoft doesn't allow people to do within the OS they offer. (Mind you, I'm a Linux freak who is seriously considering a Mac solely for the 'Garage Band' music composition app. Linux is great, but they still don't really have much in the way for music comp apps that rock out, and I'm a LONG way from developing my own. But I thoroughly dislike Microsoft purely for their money-hogging anti-open-source business-ethics-principle. So Mac is my next viable option.)

Anyhow, those are my thoughts.

Peace and Crunchy Geekiness,
Kat ^.^

Re: The Myth of Brand Loyalty

michellegreer — Tue, 11 Aug 2009 01:13:52 -0000

Actually, hold up. These would both be sequel queries. Very easy to pull.

Re: The Myth of Brand Loyalty

michellegreer — Tue, 11 Aug 2009 01:04:10 -0000

If you bought it online, it is literally a matter of a piece of javascript you put on a verification email that would tell them what you bought. Most email marketing software has trigger capability which could be set off by this action.

If you bought it in the store, they should have a database of purchases. One sequel query could pull every MacBook Pro, every iPod, etc and categorize them for more targeted email campaigns. They'd export the database and then voila! Targeted email.

Either way, most large companies capitalize on the big marketing ideas (Mac vs PC, etc) vs. all the little ideas that cost little money to implement and yet always seem to be profitable.

Re: The Myth of Brand Loyalty

Russell Dunkin — Mon, 10 Aug 2009 16:11:56 -0000

I couldn't agree more. I have the same issue with proflowers.com. They are great about sending reminder emails when you ask them to, as well as times throughout the year you have purchased in the past. This July I ordered flowers for my anniversary after the first prompting email. For the next three weeks, they sent me more reminders and prompts to go to their website, after I had just ordered for the event they kept prompting me for!! I thought of calling them on many occasions to say what you have said above, but figured I'd just get someone at a call center with no ability to do anything but process orders. Maybe I'll forward them your post!

Re: The Myth of Brand Loyalty

Becky McCray — Mon, 10 Aug 2009 13:46:18 -0000

So Apple can't remember that you own a Mac. But they emailed me today, saying "Mac owners like you." (unless you count that iPod Touch, no, I'm not.)

So some how, they are trying to track this, but failing to get it right.

I guess it really is easier to be a small business and actually know your customers individually.

Re: The Myth of Brand Loyalty

kmlandry — Mon, 10 Aug 2009 11:36:14 -0000

I think that my question is - where did you buy your Apple? Dierct or through another outlet? Did you register online with them direct? Also - have you always used the same email address or could it have changed? I know that most people have 3-4 different email addresses and maybe you registered with one email and the product emails are coming to a different address - just a thought. It seems to me that you can only hold them responsible for remembering you if you purchased direct and/or registered directly with them. In many cases - you purchase through a retailer and the company isn't given your personal information through a 3rd party.

Can you change the email preferences so that you are only receiving updates pertinent to you?

Re: The Myth of Brand Loyalty

Daniel — Mon, 10 Aug 2009 07:00:39 -0000

I look at it more like radio stations (back when they were good) reminding listeners why they listen. You already listen to Pro FM or whatever so you know they play the best mix of music from the 80's, 90's, and today but they tell you that several times an hour. And this means that when you tell your friends about the station you are more likely to use the words that they want you to use. You'd be surprised at how many Mac owners get this email and feel smarter about their purchase.

Re: The Myth of Brand Loyalty

Suzanne Vara — Sun, 09 Aug 2009 17:02:04 -0000

I share your frustrations. Apple sells a ridiculous amount of products each year and to say that they should track each item may be unreasonable however then quantify via dollar amount. Technology today is such that you can track so many differnent things and then send out the automated emails. They are able to blast out the information about the MACbook Pro but are disregarding the fact that you have one. It is an extra step to take in the software that they are using but they choose not to. Do they care abour their customers? Tough one as you could argue that it would be almost impossible to send out that many automated emails to folks who have purchased this but not that but then as a large corporation are they saying that they care about volume of sales and not the people who are actually using the product. Once a company becomes that big do they become robotic and lose track of that "hand written note" concept?

Most will receive the email grumble and delete it and will purchase more products. If it ever came a time when the emails telling you about the product that you already have makes many somebodys stop buying just maybe then they might pay attention.

Re: The Myth of Brand Loyalty

Andrew Weir — Sun, 09 Aug 2009 15:08:19 -0000

I totally share your view.

I don't understand why brand organizations just don't get that us buyers/users/fans simply want them to show that they know us and care about us.

I know CRM/VRM/W(hatever)RM is costly and complicated, but I am convinced that brands that work it out will win.

Mind you, if Apple can't get it then what hope have most brands?

Re: The Myth of Brand Loyalty

sazbean — Sun, 09 Aug 2009 11:03:46 -0000

Chris, This is the same way I feel about loyalty cards. Why can't the company keep track of what I've purchased and reward me at the point of purchase instead of me having to carry around 2390238 cards just so they can track their marketing metrics?

There are a couple companies that I think do this the right way. REI tracks purchases linked to your account - which you give via your name or phone number so they can look it up. Then, they send you rebate checks or remind you of rebate balances at checkout. Of course, they're a Co-op, so the company is structured a bit differently.

Borders also does this, where they can look up your account via phone number, etc. Although the problem I have with Borders rewards is that you have to make a purchase within a certain time period to get the reward. How about just giving me 10% off my next purchase (whenever and whatever it is)?

I think companies get too caught up in the marketing aspect of brand and loyalty programs and forget to treat their customers like people instead of revenue or numbers.

Thanks for the post!

Re: The Myth of Brand Loyalty

PatGB — Sun, 09 Aug 2009 07:06:10 -0000

Technology is moving at the speed of light - it's only been a couple of years since live chat was invented. And now, look where we are in the world of communication.

Soon - and maybe as a result of all the divas in the world, it will take another leap so that we will only have to "think" about opting in or opting out of ads and our wish will be done.

[It sort of works that way now, because we get what we put our attention to - from a law of attraction standpoint.] :)

Re: The Myth of Brand Loyalty

Irant — Sun, 09 Aug 2009 01:42:03 -0000

I believe the Print division of HP (you know, the cash cow) has 10 or 11 customer facing CRM systems, each supporting different touchpoints with the customer. I know they are working hard to integrate what looks like 11 customers touching the company once into a more accurate picture of 1 customer touching the company 11 different ways.

But the real issue isn't how many CRM systems they have - it's how many silos within which they interact with customers, and developing a unified business view and strategy for long term customer value and loyalty (and whether that is even a goal). Without this unifying context, then whether the information is in 1 system or 10, the functional silos that exist will still lead to these disconnects. A unified business view of the full customer lifetime with a brand, and strategies and tactics supporting that unified view, are still very hard to come by.

Kevin Boulas

Re: The Myth of Brand Loyalty

Shannon Ehlers — Sun, 09 Aug 2009 00:47:09 -0000

I don't know about you but I can safely say that I have spent more money on a year-in, year-out basis on Coke than on any other supplier of consumer goods. Started a serious relationship with Diet Coke the year it came out (wasn't that something like 1982?). I was avoiding sugar due to braces on my teeth, and Diet Coke was so much better tasting than Tab. I have consistently spent at least a couple bucks a day since then, sometimes as much as $5 or $10 depending on where I am at when I am thirsty.

Re: The Myth of Brand Loyalty

BillPetti — Sat, 08 Aug 2009 21:48:17 -0000

These are definitely the kinds of moments that frustrate loyal customers, but given the mass production and distribution (not to mention distribution channels) of these products it is hard to imagine an efficient way to identify distinct, loyal customers, especially virtually.

Until we get to a point where there is a standard, universal identity firms will continue to blast market their products without the slightest idea whether they are annoying a loyal customer or reaching a possible convert. Not only that, but even if we get to universal identities the ability to discern between loyal and untapped needs to be efficient enough where the benefit outweighs the cost.

Re: The Myth of Brand Loyalty

alexander13 — Sat, 08 Aug 2009 20:41:28 -0000

Chris,

Re: The Myth of Brand Loyalty

Deirdre — Sat, 08 Aug 2009 20:34:50 -0000

Hi Chris....No matter how small or large the brand, we all want to be remembered. That's why I used to love our neighborhood pharmacy when I was growing up because they knew who I was, made personal recommendations and took the time to listen. Is it possible for a large brand to maintain the same type of closeness that you got at a mom and pop store 30 years ago? You may not receive the same friendly smile but I would think that today a company should remember a customer and know their preferences. With all of the great technology that is available to organizations there's really no excuse. Maybe Apple can get away with this because it's Apple and they are a well established brand, but the companies that are trying to build their reputations and gain marketshare will have to be on top of their customer's every move and preference. Great post!

Re: The Myth of Brand Loyalty

$427208 — Sat, 08 Aug 2009 20:25:30 -0000

As cpmomcat wrote >>just a little disappointed that I didn't learn anything from having given the email a quick look-over.>> She nails something very interesting, I engage in a relationship (Like suscribing to your emails ) to learn more.

If I am already a customer the kind of relationship I want from companies (or people) (IMHO) is for NEW knowledge, experiences, you name it