I got into a war of words with some loyal customers on Facebook who felt I should be satisfied with the offer I was being made by some mid-level managers (who were all very nice, by the way).
These managers were offering me the best “deal” that they were authorized to make. Which is fine.
But it wasn’t enough for me.
- Loyalty is not a brand. It’s not about rewards programs. You cannot bribe someone to love you.
- Loyalty is not about satisfaction. Dogs are loyal. Cats are satisfied.
- Relationships with our clients is satisfaction. They are transactional. We do something, they pay us, and they are satisfied. They owe us NOTHING.
- Satisfaction is a mood.
- Loyalty is a behavior.
- Satisfaction is the past. What you did for me yesterday.
- Loyalty is about the future. What I will do for you tomorrow.
Loyal customers will promote you and sell your products for you. Satisfied customers will use your products because they don’t have a choice.
Sunday afternoon I was a loyal customer of NOOK.
By Tuesday evening I was a POd customer who might have been lost for good.
After speaking with Danielle in the Corporate Customer Relations Department this morning, who has resolved my issues with my NOOK 100%, I am back up to a “satisfied” customer.
So how does Barnes and Nobel return me to the loyal customer who has encouraged her immediate family to purchase, or personally purchased for them, SIX different NOOK products in the past 18 months (2 NOOK first generation, 1 NOOK Simple Touch and 3 NOOK colors)?
Simple answer: I don’t know. I guess we’ll see how things go over the course of the next few months.
However, we’re off to a good start.
My new NOOK has already shipped, and I cannot wait to read the new Hunger Games book my daughter is lending me. Hopefully I’ll be finished with it in time for my new Sookie Stackhouse guilty pleasure coming out on May 1.
Either way, summertime reading is upon us, which is why I purchased my NOOK in the first place. For the e-ink. You can’t read from an iPad outdoors by the pool or at the beach.
ETA: please click here to expand the post and read my comment on how Danielle in Corporate Customer Service saved the day.