![]() ![]() “It’s like any relationship. Be consistent in your brand, be a good listener, react to your customers’ changing needs, and be trustworthy.”īrands should make their customers feel welcomed. ![]() “However, we believe that what makes people loyal has not changed,” he explained. “Do our brands speak to our customers’ needs? Do they trust us? Do they see shopping from us for years to come? If the answers to those questions are positive, then we feel confident they will advocate for us.”īaumann said that consumers have so much choice today and loyalty is more difficult to maintain than ever before. “We measure, measure, and measure in order to understand how our customers are relating to our brands,” Baumann told Clarus. “We’re looking to create consistency and predictability.”Įarlier this year we spoke to John Baumann, president and CEO of multititle cataloger Colony Brands, about the importance of customer trust. “Confidence leads to trust, which leads to repeat business, which leads to customer loyalty,” he explained. “Trust is an experience the customer likes that is simple and predictable,” he said.īrand trust is critical for consumers, Hyken said. They want to feel connected and feel that these people know me and understand me.”Ĭonsumers Are Loyal to Brands They Know, Like, and TrustĪccording to Hyken, consumers are loyal to brands they know, like, and trust. There’s a trend toward personalization in the market experience. Hyken added: “That’s the beginning of the true connection. You want to go where everybody knows your name.” “I’m going to give you the perfect example,” Hyken explained. ![]() When asked what today’s customers really want, Hyken responded with the following. Shep Hyken, one of the industry’s foremost thought leaders in the area of customer service, along with being a New York Times and Wall Street Journal best-selling author, tackled this question during a recent interview with the Atlanta Small Business Network. So, what does the former hit TV series Cheers have to do with unlocking the secret to customer loyalty? ![]()
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