After sending an unrecognised 0808 telephone number to voicemail recently I foolishly answered the phone after the third or fourth call. As I suspected, it was my mobile phone network provider who initially claimed they were calling to ‘thank me for my loyalty!’
They then went on to review my account with them, tariff and data usage etc which I monitor myself anyway. After concluding that there wasn’t an opportunity to sell me additional services (well that’s what the cynic in me thought), they then thanked me again for my loyalty which got me thinking. Am I really loyal in the true context of the word?
First stop was google then the dictionary.
Loyalty: Allegiance, fealty, fidelity, faithfulness, constancy.
Well I’ve certainly been constant. I’ve been with the same provider for the last 3 years which in the mobile telecoms industry might seem like a life time!
Do I have an allegiance to them? Not really. Faithfull? Not really a word I’d use to describe my relationship with a mobile phone carrier to be honest.
The last 3 years have, in fairness, been trouble free. My handset works but that’s down to Apple, not the carrier. I’ve never had a problem on my account or with my billing. They bill on time and accurately but that’s what I would expect them to be able to do.
But in customer experience loyalty terms, would I recommend them? I’m not sure I would to be honest. Not because any aspect of their service has been poor because it hasn’t, but they’ve just done what I expected them to do from the outset. Nothing more, nothing less and that’s not enough to generate loyalty between customers and businesses. In this respect, you could say I’m transactionally attached, but there’s no emotional attachment.
The reasons I haven’t swapped provider are two fold. Firstly there’s the fact that it all works as it should do, which again is what I expected it to do so they’ve met my expectation but not exceeded it. So I’m satisfied yes, but not highly satisfied. Out of 10, I’d say I’d score them a 7 or 8 in customer satisfaction terms.
“What businesses should be looking to do is to build customer loyalty by providing over and above their core offering… and looking for opportunities to go above and beyond.”
Secondly they’ve never given me a reason to change. I’ve never been dissatisfied with them.
However, I wouldn’t go so far as to say I’m loyal. If another carrier approached me with a better deal I’d definitely consider it so I’m not loyal in that respect. I’m not actively looking though because I don’t currently need to. For me to be loyal, I’d need to score them at least a 9, or even 10 out of 10.
But I don’t think it’s fair to claim that I’m a loyal customer and this is where both businesses and brands can become complacent because I’m really a customer waiting to defect and it’s probably only a matter of time. Whilst, some businesses would kill to get customer satisfaction scores of 8 out of 10, it’s not enough to build loyalty.
What businesses should be looking to do is to build customer loyalty by providing over and above their core offering, building engagement through interaction with customers and looking for opportunities to go above and beyond by anticipating customer needs and aiming for those 9 and 10 out of 10 scores.
Only then can businesses build on highly satisfied customers rather than those that are ‘just satisfied’ which is the category I’d put myself in with my provider.
This in part is why building customer loyalty is so difficult if your customer service, your product or offering doesn’t standout. If it’s just ok, or even good it’s probably not enough.