Shared values are the key to loyalty
Posted: Tue Jan 28, 2025 10:20 am
Peep Laja, founder of CXL, has spoken many times about the importance of shared values. They are an incredibly powerful mechanism for creating long-term customer loyalty (assuming, of course, that the values are real and meaningful).
Marketing research shows that customers are loyal not to the brand itself, but to the values that the brand promotes. As researcher Aaron Lotton notes, emotional attachment to a brand certainly exists, but loyalty begins with the shared values that unite a particular consumer and a brand.
In 1983, Harley-Davidson was on the verge of going out of business, but by 2008 it was valued at $7.8 billion and had become one of the most recognizable brands in the world. The success was due, in part, to the brand strategy: Harley-Davidson is not just a brand, it is a brand with its own spirit, its own history.
Within the framework of this recommendation, you can go from sweden phone number data the opposite: find an "enemy", that is, the opposite of the brand. Users in any case want to feel that they are part of a group, and this can be a group "for" something or "against". For example, if Apple positions itself as a brand that is chosen by young and progressive people, but it turns out that the opposite is Microsoft users, and vice versa.
Instead of appealing to a sense of group cohesion, you pit the group against another (hypothetical, of course), real or imagined. An example of this strategy is Chubbies and its antagonism to the office plankton.
Chubbies
By positioning itself against these ideals, the company forms its own affinity groups.
How to Measure Customer Loyalty
There are many ways to measure loyalty, but one of the most popular is the NPS (Net Promoter Score) index. This index for determining consumer commitment to a product or company includes several steps.
How to Measure Customer Loyalty
Consumers are asked to answer the question “How likely are they to recommend a company/product/brand to their friends/acquaintances/colleagues?” on a 10-point scale, where 0 corresponds to the answer “I would never recommend it” and 10 corresponds to “I would definitely recommend it.”
Next, based on the data obtained, all consumers are divided into 3 groups: 9-10 points - product/brand promoters, 7-8 points - neutral consumers (passives), 0-6 points - critics (detractors).
As a result, the NPS index is calculated. NPS = % of supporters - % of critics.
Marketing research shows that customers are loyal not to the brand itself, but to the values that the brand promotes. As researcher Aaron Lotton notes, emotional attachment to a brand certainly exists, but loyalty begins with the shared values that unite a particular consumer and a brand.
In 1983, Harley-Davidson was on the verge of going out of business, but by 2008 it was valued at $7.8 billion and had become one of the most recognizable brands in the world. The success was due, in part, to the brand strategy: Harley-Davidson is not just a brand, it is a brand with its own spirit, its own history.
Within the framework of this recommendation, you can go from sweden phone number data the opposite: find an "enemy", that is, the opposite of the brand. Users in any case want to feel that they are part of a group, and this can be a group "for" something or "against". For example, if Apple positions itself as a brand that is chosen by young and progressive people, but it turns out that the opposite is Microsoft users, and vice versa.
Instead of appealing to a sense of group cohesion, you pit the group against another (hypothetical, of course), real or imagined. An example of this strategy is Chubbies and its antagonism to the office plankton.
Chubbies
By positioning itself against these ideals, the company forms its own affinity groups.
How to Measure Customer Loyalty
There are many ways to measure loyalty, but one of the most popular is the NPS (Net Promoter Score) index. This index for determining consumer commitment to a product or company includes several steps.
How to Measure Customer Loyalty
Consumers are asked to answer the question “How likely are they to recommend a company/product/brand to their friends/acquaintances/colleagues?” on a 10-point scale, where 0 corresponds to the answer “I would never recommend it” and 10 corresponds to “I would definitely recommend it.”
Next, based on the data obtained, all consumers are divided into 3 groups: 9-10 points - product/brand promoters, 7-8 points - neutral consumers (passives), 0-6 points - critics (detractors).
As a result, the NPS index is calculated. NPS = % of supporters - % of critics.