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Brand loyalty. Customer loyalty. They’re a nice couple of terms, but they don’t actually exist. Are your customers loyal to your brand? If they find a choice that works better, do they stay with you? If they find a choice that is cheaper, do they stay with you? If they find a choice that improves their lives, do they stay with you? The harsh answer is no. And that’s ok. Loyalty goes both ways. If your customers are not profitable anymore, do you stay with them? If your customers aren’t a great fit anymore, do you stay with them? If your customers don’t represent an impact anymore, do you stay with them? If you get to a financial stretch, will they all fund you? While customer loyalty sounds like a fine concept, it’s not reality. When you’re loyal, you put yourself out there for them. Whatever it takes. And it goes both ways. However, if you choose, they can be meaningful to you. And when they mean something to you, you’ll do your best to help them thrive. And that’s when, despite whatever you have around, they’ll build your brand. |