Loyalty on The Findings Report

Don't like me. Recommend me.

Sun, 20 Aug 2017 08:25:00 -0700

There are two tactics in the modern marketing playbook that are so ubiquitous most consumers barely notice them. The first is the application of the Net Promoter Score (NPS), Fred Reichheld’s invaluable measure of loyalty through one simple question:

On a scale of zero to 10, how likely would you be to recommend this brand to a friend?

Many companies measure NPS continuously, sending a quick survey to customers within 24 hours of a purchase or significant brand interaction. The reason: the score is a reliable bellwether of customer satisfaction. Satisfied customers recommend brands to others. NPS safeguards your customer relationship and creates an opportunity for invaluable word-of-mouth (WOM) marketing.

Why the Uber Brand is Probably Not in Danger ... Yet

Sun, 05 Mar 2017 15:49:00 -0800

Today I did something I’ve never done before. I did business with Lyft, the ride-sharing service. Don’t be mistaken. I’m not a nube to ride-sharing. I’ve been a loyal Uber rider for many years (with a stellar rating, I might add). Until today, I’ve never felt the need to try the competition. I’m very loyal to brands. Would you want anything else from a guy who preaches the gospel of building brand attachment and loyalty? You have to do a lot to make me switch. My decision today was deliberate and a direct reflection of the state of the Uber brand. The question is: was my action reflective of a broader consumer trend, or just the protest of a values-branding zealot.