How Exceptional Brands Create Exceptionally Loyal Fans
To become an exceptional company, no matter what industry we are in, requires commitment, dedication & patience. By simply having a fancy tagline, impressive decoration or announcing to the world that we are a first class company, we do not become a 5-star organization. This is not an overnight process but a cult-like commitment to core philosophy. It takes tremendous amounts of work and that is why many companies don't do it. Others, simply don't know what it takes to become an exceptional service company and create loyal fans. This article will explore some of the key requirements to create an exceptional brand by examining some of the leading organizations such as the Ritz-Carlton Hotels, Capella, Four Seasons Hotels, Amazon, Apple and more.
Focus on Creating Loyal Fans
No matter how good we are at innovation, products or services we offer, if we do not have loyal customers and employees that we can retain, we are destined to fail. It is a simple process but most organizations fail to do it. To create loyal fans, we must make people fall in love with us. It is that simple. See, when someone is in love, they don't pay attention to others. We want them to fall in love with us so much that even if we mess up or have a service failure, they will ignore it. Most companies know loyalty is important but majority have the know-how to achieve the level of consistency required to create a loyal based. Having a loyal base that are in love with our organization do not become distracted by competitors savvy marketing techniques. When a company has a loyal base it can weather unexpectecipated business storms. An example of a company with a large loyal base is the Ritz-Carlton Hotels. The company has both loyal customers and loyal employees. In 2008, global economic crash affected every industry specially the hotel sector. However, the company was able to survive the storm because, it had a loyal customer base that even though they reduced their travel frequency, they stayed loyal to the brand. The employees also stayed loyal and many accepted to move away to other locations, sometimes across the world, where the company was less affected.