by Bill Hanifin | Dec 7, 2014 | Customer Loyalty
The rush of to-do’s on a Monday morning provided a fantastic reminder of how some brands get it right with customer loyalty and some continue to struggle. I’ll share the story of two contrasting approaches to customer loyalty in this post, then follow up later this week with a specific analysis of why brands emphasizing a pure acquisition strategy leave lots of customer value on the table. First the good news. I receive my business mail through a UPS Store and checked my box this morning in the process of returning a pile of Cisco routers to ATT (that story comes in a moment). The cheerful business owner of the UPS Store handed me the accumulated mail from the box, and I noticed a cushy envelope with return address of Freshbooks, the cloud based accounting solution based in Toronto which I’ve used almost since its inception. Opening the envelope, I was pleasantly surprised to receive a hand-written note from a customer care person thanking me for a mention I made of the company in this Retail Wire discussion and offering to assist me if I needed help with their service in the future. Also enclosed was a great looking Freshbooks t-shirt. This small effort by Freshbooks had a big impact on me, so much so that I’m happy to include this referral link here in case you’re looking for a great cloud based accounting solution and want to give Freshbooks a try. First off, the company is paying attention to its online reputation. They’re not just tracking their name mentions and responding to people who look like they are prospective customers....
