Repetition Is Critical When Creating Great Customer Loyalty

Last week I talked about a disappointing customer service experience with Jetstar, funnily enough I’ve had so much feedback to that blog. Sadly a lot of people said to me that they expect this sort of experience and when it leaves on time they think it’s good, talk about low expectations.

This week I want to talk about a business that, in my experience, has been consistently very good.

Every year either my wife and I buy new glasses using our medical insurance, we always go to Specsavers who are always excellent, in the last 5 years we have used four different stores and all have been very consistent in their approach.

You get greeted on entry by a person who stands at a small rostrum, they look you in the eye, smile and then help you with your enquiry or they just let you browse with no pressure, Whilst, keeping an eye out for when you may need them. We get our eyes tested on a regular basis all free of charge and when we do purchase glasses they normally have good deals, especially on 2 sets of glasses. It does not matter who serves you they all look like they enjoy their jobs.???

I want to talk about my most recent experience in particular.

I was working with my wonderful client Rich River Golf Club in Moama and while I was there I managed to break the arm of my sunglasses, I literally drove over it with my car!!! On my return to Tassie I took a similar pair of glasses that I don’t wear very often and asked the store in Rosny to see if they could fix them for me by replacing the arm from one pair to the other. I fully expected to pay for this. When I returned some 30 mins later they not only replaced the arm but they used another one they had so I still had two pairs of useable glasses. When I said, “how much?” they refused any payment. Wow. Talk about selling a feeling!

I would never consider going anywhere else, if I was surveyed I would give them a 10/10, not just because of this experience but because of my overall experience across multiple stores. They demonstrate everything I talk about.

They are consistent with minimal variation between stores.

They are very friendly in their approach to customers.

Their stores are attractive, easy to enter and shop in.

They have a separate area for when you need personal attention.

They have a good range of products and always have a good deal for customers.

They make purchasing easy and they are always busy,

They remind me when my next eye test is due.

"You are what you repeatedly do, excellence is not an act but a habit’?Specsavers have excellent habits.

It’s no wonder that Specsavers is also the leader in the retail market. The company continues to expand. From just two staff working at a table-tennis table, there are now more than 500 based at Specsavers' headquarters in Guernsey and around 17,000 worldwide. The company has more than 1500 stores across the Channel Islands, UK, Ireland, the Netherlands, Scandinavia, Spain, Australia, and New Zealand. They turnover in excess of?3.5 billion.

The secret of any business is not just to attract new customers but to make sure their existing customers come back to them every time they need that product or service. Our research over 100’s of thousands of customers clearly shows the secret is to stand out (Deliver a 10/10 experience) because that guarantees a very high repeat business rate (+80%) and very high WOM referrals, it is without doubt, the cheapest form of marketing.

I am loyal to Specsavers and it would take a lot for me to change to another company. They truly model the poster inserted below, which I believe is the secret to a successful business.

It's?not just some people or some stores who are doing a great job, they are delivering great experiences from;?

If you would like to have a chat with me about 'How To Create Great Customer Loyalty'?contact me?I look forward to hearing from you

Warm regards,

Craig Cherry

Managing Director | The Loyalty Zone?

Net Promoter (NPS) Certified Associate

Mobile:?+61 (0) 400 542 017

Email:?[email protected]

Connect with me on?LinkedIn

Web:?www.theloyaltyzone.com