Loyalty Cards say “because we’re too big to remember you”
After living abroad for five years I returned home and started picking up where I left off. Setting up your old life can be just as hard as setting up a new one.
Sure the big companies had me on file still for power, water, TV subscriptions which made the process a little easier, however, to them I was categorised as a “new customer” with a history of some twenty years customer loyalty they had received prior to my move abroad a distant memory.
I rocked up to my local gym and the friendly face behind reception greeted me with “where have you been for the last five years, welcome back, let’s get you signed up again and don’t worry about the new member joining fee we’ll waiver that”.
Large companies can’t provide this level of one on one customer interaction, but they can dehumanise the whole thing and give you ten stamps on a card that gets you a free over priced coffee.
Take advantage of your size, people like dealing with people, it’s the foundation of a long and happy symbiotic business relationship the big guys can’t have.
