This Force is Status: Making the customer feel valued, respected and worthy of special treatment. Below are some of the best examples we’ve seen recently.
Ocado contacted loyal customers to tell them they’d be offered priority, dedicated slots for their shopping. This effectively meant their status guaranteed them special treatment and reassurance to not have to visit the supermarket in person, a source of anxiety for many of us.
Many restaurants have gone silent, but not Zedel. To keep their business going and protect staff they contacted diners to purchase a restaurant voucher, effectively appealing to customers who can afford to invest in a ‘future meal’ to help put ‘today’s meal’ on the table for the waiting staff whose furlough payments are based on basic salary not tips.
Meanwhile, hotels.com has paused the expiration of collected or reward nights about to expire to the end of the year - and extended all of the higher tier Silver and Gold memberships for another year without customers needing to do anything.
These examples show that we all want to feel valued, respected and worthy of special treatment and we feel as though we have earned it from a company we have been loyal to in the past. When organisations acknowledge and demonstrate the contribution we deliver to their business, it helps further strengthen the relationship.