When I'm in, I'm in bigtime. I'm what you'd call a "poweruser." And lately, I've been surprised by the number of companies who don't have systems in place to recognize me (and people like me).
Recently I moved, and so instead of the normal Jamba Juice breakfast plan, I've been getting Chick-fil-a breakfast burritos (relatively palatable and healthy). But I've been getting them everyday M-F for two weeks.
Here's what I'm thinking: I'm worth 5 times the average once a week user, and a little special service goes a long way with me. Why oh why hasn't Chick-fil-a done or said anything to encourage my frequent business? Why don't the brands all around us pay attention to their frequent users and do something about it? It's 2006 and this is our CRM? They should know my aunt's birthday by my credit card number. And don't tell me about the punch cards - that's work I have to do.
When I religiously went to Jamba Juice in the past, my guy there would give me discounts, and even on occasion, free smoothies. We would talk about the week. We sort of became friends. It drove my loyalty to Jamba in a big way, because I felt like an insider. And here's the most interesting part: what he was doing was AGAINST the rules!
Branding 101: if you see the same person in your store for the fifth time this week, recognize them. Remember their name. Give them something. It's the 80/20 rule. Come on.
