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5 Thoughts On Guest Loyalty

Posted on Nov 23, 2009 in Better Profits, Guest Experience by 1 Comment

  1. Loyalty is all about building relationships and the emotional experiences that build and solidify them.

  2. Experiences are built on increasing trust and adding value at each guest touchpoint while at the same time increasing the emotional appeal of that touchpoint and consequently the guest relationship.

  3. You can’t buy loyalty through frequency schemes or discounts – period!

  4. When you embark on a guest loyalty initiative(s) your only competition becomes yourself. This is innovative and differentiating.

  5. Focus on increasing the emotional appeal of your existing touchpoints and then look for ways to add more to more touchpoints by mapping your processes and touchpoints.
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About the Author

Jeffrey is a 30 year veteran of creating, operating, Coaching and consulting with successful restaurant & hotel concepts that include national, international, franchised and independent brands. He is also the president and founder of Summers Hospitality Group a full-service, national and international, Restaurant & Hospitality Coaching and consulting firm based in Fort Worth, Texas. Besides helping clients achieve success by working with them one-on-one, Jeffrey frequently speaks at and attend numerous industry events as well as at local, state and national small business groups in order to share his passion for the business of food and hospitality. You can call Jeffrey toll free at 888-9988-SHG (744) for a free consultation or email him using the form below.

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Comments (1)
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    Steve Curtin Nov 24 2009 - 4:32 pm

    Jeffrey, I drive about 5 miles out of my way (past two leading supermarket chains) to shop at Albertson's. There are many reasons why I do this and (as you know) none of them have to do with price. Last week, I bought a 6 lb. section of prime rib roast that was mistakenly rung up as, more expensive, crab legs. I didn't notice it until I returned home.
    When I returned to the store the following day and pointed out the error, the manager apologized for the mistake and was genuinely sorry that I had to make a return trip to correct it. After adjusting the cost of the meat to reflect the less expensive prime rib roast, she took another $5.00 off to make up for the hassle. It was a nice gesture that reaffirmed my loyalty to the Albertson's brand.
    I always enjoy your posts and articles. Well done Mr. Summers – and Happy Thanksgiving!

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