Introduction
By Jean-Marc Lech
Il n’y a pas d’experts muets, c’était l’antienne d’Ipsos il y a peu. Et aujourd’hui, il y a urgence : les clients veulent de l’expertise, de la réflexion, des initiatives, de l’engagement, des idées.
Alors oui, les experts doivent s’engager, et mieux encore : il est urgent de se faire écouter.
Dans un orchestre de jazz, ce sont les cuivres que l’on veut entendre, et pas seulement la plainte de la contrebasse.
« There are no silent experts » was the refrain of Ipsos until recently. But today, it is even more urgent: clients want expertise, insights, initiatives, commitment and ideas.
Experts have to commit themselves and more than that, it is urgent for them to be heard. In a jazz orchestra, we want to hear the brass and not only the protest of the bass.
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Tim Keiningham
Timothy Keiningham is global chief strategy officer and executive vice president at Ipsos Loyalty. Tim’s research on the importance of loyalty has received over a dozen prestigious scientific awards, including being recognized by the INFORMS Society for Marketing Science as having written one of the top 20 most influential articles of the past 25 years. A prolific writer, Tim has authored and edited eight books. His most recent book, Why Loyalty Matters (www.whyloyaltymatters.com), provides compelling insight into how our loyalties, large and small, lay the foundation for our happiness, and determine the kind of world we live in. The book offers a comprehensive guide to understanding what loyalty is, what it isn’t, and how to unlock its power.
Americans more loyal to brands, country than company
May 1st was a national holiday in the United States: Loyalty Day. Although President Obama issued a proclamation on this day (http://www.whitehouse.gov/the-press-office/presidential-proclamation-loyalty-day), just as virtually every president has done since its inception, few Americans are aware it.
In keeping with the holiday, Ipsos Loyalty polled Americans to uncover how they feel their loyalties have changed over the past two years, and to what they felt particularly loyal. The results were surprising.
It appears that the current political environment has made Americans more fiercely loyal--and protective--of their country than before, not less so. 7 out of 10 Americans believe that they are more loyal to their country now than two years ago. Clearly, Americans have a very personal relationship with their country, and closely identify with the concept of being American. But Americans make a distinction between their country and their government. Only 35% in the poll said they were more loyal to their political party, and even less, 32%, to political leaders. So it is as Mark Twain famously said more than a century ago—“Loyalty to the country always. Loyalty to government when it deserves it.”
The news wasn’t nearly so good for companies. Americans are more loyal to their favorite soft drink, television show or car brand than they are to their employer. Some 45 percent of U.S. workers said they would leave their jobs if offered a 10 percent pay hike. In addition, 54 percent of Americans believe companies are doing a poor job recognizing or rewarding loyal customers.
These two things are interrelated. Loyalty is vital to economic growth, because it's part of consumer confidence -- you're not going to be loyal to something you don't trust. You have to give customers a reason to spend money with you -- and that means having highly loyal workers who fulfill that brand promise."
May 7, 2010