From the course: Marketing Strategy: Build Customer Loyalty
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Support "heart loyal" customers
From the course: Marketing Strategy: Build Customer Loyalty
Support "heart loyal" customers
- [Narrator] On rare occasions, I have the privilege of staying at a Four Seasons hotel when traveling for work. I'm not a member of their loyalty program and I don't even know if they have one, but on a recent stay, I felt very special when the staff member checking me in said, "Hello, we've missed you. What's new over the last five years since you were last here?" I was so impressed. The Four Seasons and other companies who boast a high percentage of Heart Loyal customers have systems in place, both technology and people, to create and maintain loyalty. Heart loyalty requires engaging customers deeply. It requires creating a strong company culture intentionally, and projecting it externally. The Four Seasons communicates their customized luxury service promise through all advertising and communications, and Patagonia produces Patagonia stories. A series of podcasts, films, and articles that expose the company's…
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