Tick Yes

What Makes Australians Loyal?

McNair Ingenuity suveyed 2,000 people about their loyalty to organisations and the qualities they most appreciated.

Here’s what makes Australians loyal:

* Good quality
* Price
* Easy access on the phone if there’s a problem
* Quick resolution of problems

What are we loyal to? Here are the Loyalty Rankings:

* 52% Bank
* 49% Coffee / Tea
* 49% Where the car is serviced
* 48% Phone Company / ISP
* 36% Car brand
* 33% Electricity providers
* 32% Washing powder
* 20% Petrol company

How NOT to Create Loyalty

Tick Yes Operations Manager Carlie Green had just returned 3 overdue DVDs. As she was driving away the DVD store owner called her mobile and insisted that she come back and pay $12.95 in late fees. When she said that she would pay it later, he threatened to put debt collectors (!!!) on to her the next day.

Needless to say, Carlieimmediately went back, paid the $12.95, destroyed her membership card and will never return. She doesn’t need to; there are 3 other DVD stores in her neighbourhood.

So for $12.95, that retailer lost a customer that could be worth $100’s to him over time. Sadly, these ‘experiences’ are all too common.