Who's your customer?

How well do you know your customer? When was the last time you actually spoke to one and asked them how they were (without trying to sell them something). Some say that loyalty is what remains when belief has departed. In some instances i actually believe that too because an authentic brand message provides a reason for customers to change the way they behave, not stick to a routine.

So, why then should a customer be loyal? Does a piece of plastic really bring them back? Waitrose, the British supermarket chain owned by the John Lewis Group has no loyalty program yet retains its strong customer base as well as its reputation for being the 'expensive' supermarket. How do they do it?

Maybe loyalty can be retained by brands doing what they are actually meant to - focus on developing and providing a good product or service, do it consistently and while you're at it, improve!