Author William McEwen reviewed 60 years of Gallop studies on great brands and identified 4 keys to building strong relationships with customers.
Why do some leisure brands succeed with customers and some fail? It’s all about relationships.
Have you ever wondered why people are devoted to some travel+leisure brands, and couldn’t care less about others? Are you unsure of how to create a lasting relationship between your travel+leisure brand and your customer?
If this is a problem for your organization, I recommend reading Married to the Brand: Why Consumers Bond with Some Brands for Life.
The book compiles 60 years of Gallop study to examine how and why consumers connect to the products they use and the brands they buy. And the findings easily translate to the specialized world of leisure marketing.
Author William J. McEwen discovered four prerequisites to build a strong and lasting relationship with your customer.
- Confidence: Your customers must feel that your leisure brand is one they can always trust and one that will always deliver on whatever it promises.
- Integrity: Your customers must feel that your leisure brand treats them fairly. And they must believe that your company stands resolutely behind your leisure products and services. They must feel that if a problem ever arises, you will fix it.
- Pride: Your customers must feel proud to be associated with your leisure brand — proud to be known as a brand owner, shopper, or user. They must be convinced that the brand and your representatives will always treat them with respect.
- Passion: Your customers must feel that your leisure brand is irreplaceable in their lives and represents a perfect fit with their needs, whether those needs are tangible or intangible. In fact, they should feel that their world really wouldn’t be the same without it.
When I think of some of my favorite travel and leisure brands, from Royal Carribean to Disney to Hilton Hotels to Singapore Airlines, they are fulfilling most or all of these prerequisites.
How about you? Is your travel + leisure brand living up to these expectations? If so, tell us how you’re doing it. If not, ask yourself how you can start building confidence, pride, integrity and passion back into your relationships with your customers.
And how you can use some of the exciting tools offered by new and emerging media to enhance those relationships.