Lessons In Brand Loyalty From The Morning Cup Of Coffee

Lessons In Brand Loyalty From The Morning Cup Of Coffee
SHARE
THIS



We hope you’ve already had your morning cup of coffee, otherwise this post will leave you hankering for one. Even though the coffee isn’t as good as another other place, Chris Hitchcock, managing director at Switched On Media, just keeps coming back to the same cafe. Why? In this opinion piece he argues the multiple lessons in customer loyalty brands should really tap into.

I, like many across the nation, have a penchant for an early-morning coffee. I had always been a tea man until I arrived on these fair shores, and within a year I’d converted to the lure of a fine roast. That probably says more about the standard of coffee in the UK than anything else. Either way, it’s now become a morning ritual.

Every day as I roll into the office, I’m faced with a perplexing conundrum. Two competing cafe options vie for total control of my caffeine habit, in an ongoing battle that likely afflicts everyone in our building. One is at the main entrance; the other, 150 yards away. Both different and both frequented by myself and my wider team.

ChrisHitchcock SoM Feb 2016 low res

Chris Hitchcock

The cafe inside the building is always queued, always busy and buzzing. However, to quote a colleague, “The coffee’s crap there, Chris”. And yet despite this, I always find myself compelled to go inside, to the point where it’s now become my ‘go-to’ place.

Why?

The answer is summed up nicely by said colleague, who follows with, “Good customer service, though”. He’s right, they do offer good customer service – they’re bloody great at it, in fact. And therein lies the answer to my question.

So what makes their customer service so remarkable?

The barista knows my name and order, as well as about my job, my suburb, my fiancé, even my football team. She makes a real effort to engage with me, the customer, on a personal level. She’s genuinely interested in me and my business, and delivering a friendly, vibrant experience that’s warm welcome on a dreary Monday morning. To be met with, “Chris, how are you? Good weekend? Usual order?” always provides a lift.

This is what keeps me going back, despite the standard of coffee.

The alternative cafe? Better coffee, yes, but with none of the above.

When I have on occasion crossed to ‘the dark side’ and visited this other coffee shop, I’m often consumed with guilt about my choice. Finding myself in the ludicrous situation of avoiding our building’s entrance (so as not to alert them to my defection), it sometimes feels like a sordid affair… That always ends with me returning to my rightful place.

Point is – how you’re treated matters a great deal for customer experience and brand loyalty. Even more so in the purchasing cycle for expendable items, and of course in securing repeat business.

Brands versed in the art of customer service and building relationships get to know their customers, are eager and open about feedback, and work to forge a bond. This promotes a welcoming atmosphere, upping the surprise and delight factor; whereas poor customer service can facilitate a barrier to entry – which can stop customers purchasing from you at all.

These are key lessons for any brand to learn.

This isn’t just relevant to brick-and-mortar businesses, either. When it comes to digital, the customer experience is paramount. Often, you have mere seconds for your brand to make an impact. Hooking audiences with helpful, relevant and ultimately irresistible content, supported by intuitive design, is key.

Now, don’t take this as me suggesting that customer service is more important than product. If your product is rubbish, then you will eventually fail. But prioritising top customer service will always facilitate growth, and in a contest might just sway a decision your way.

Remember, it’s never just a product you’re selling – it’s the brand as a whole. And the businesses that succeed are the ones that put people, relationships and service front and centre.

After all, why else would I keep coming back?

Please login with linkedin to comment

kalido marketing budgets morning coffee Pharrell Williams

Latest News

me&u Appoints Clementine Churchill To Head Of Marketing
  • Marketing

me&u Appoints Clementine Churchill To Head Of Marketing

me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy
  • Marketing

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy

MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes
  • Advertising
  • Marketing

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes

New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]

Dir David Attenborough’s Life Stories Launches On LiSTNR
  • Media

Dir David Attenborough’s Life Stories Launches On LiSTNR

Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]

Menulog Makes Key Marketing Promotions
  • Media

Menulog Makes Key Marketing Promotions

Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst
  • Media

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst

ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]

Australian Radio Industry Joins Global Working Group On Android Automotive
  • Media

Australian Radio Industry Joins Global Working Group On Android Automotive

The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health
  • Media

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health

For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue.  From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]

Thrive PR Wins SodaStream Account
  • Marketing

Thrive PR Wins SodaStream Account

The farting in the Thrive PR office rises expodentially after the agency snares the SodaStream business.

Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.
  • Marketing

62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report

Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]