We love it when research reinforces what we’ve been saying all along: it’s not enough for customers to be loyal to brands; brands must be loyal to customers.
A recent study by Wunderman contends that there is a new measurement for customer engagement called “wantedness”, or as they define it, “the degree to which a brand provides their commitment to earning a customer’s business across every touch point and throughout the entire path to purchase.”
President Trump is having a significant impact on brand loyalty. Consider what we are seeing with Nike versus Under Armour. Uber versus Lyft. Nordstrom versus @realDonaldTrump (and @POTUS!). CEOs are declaring their support for, or opposition to, President Trump and his policies. In our always on, tweet-of-the-moment world, we are seeing brands and their leaders pick sides.
Having the same cable/internet provider for well over a decade, I openly admit that my expectations from this company are to 1) know me and recognize that I’m a loyal customer, 2) make it easy to do business with them, and 3) have positive experiences through interactions.
The year is off to a furious start and if the first week is any indication, we are going to be in for quite a ride. It sounds cliché but this year feels different, for all kinds of reasons. Yet it already feels as though it is validating many things we’ve been thinking, working towards and expecting from the market.