Turn Customers Into True Believers
Businesses, if they are lucky, can have a lot in common with cults.
Apple Computer, Harley-Davidson and Trader Joe’s are all examples of companies that inspire fanatical loyalty in their customers.
If you live in or near California, you probably know that In-N-Out Burger has inspired the same kind of devotion.
Customers line up in the wee hours when a new outlet opens. They buy the chain’s T-shirts. Even Julia Child was a fan.
How do firms get customers to identify so strongly with their brands?
By offering unique products, promoting a membership ethos and selling not just goods but meaning.
From the outset, In-N-Out focused obsessively on quality, paid employees more than the competition and refused to expand beyond its competence or geographic reach.
While members of the founding Snyder family could have grown richer by cutting costs like McDonald’s, their vision did not include low-grade frozen patties that look and taste like warm cardboard.
By remaining loyal to their customers, staff and even suppliers, the Snyders earned money and meaning.
Photo by In-N-Out Burger.
Gilbert Melott on March 3rd, 2009 8:28 am
It’s unfortunate to think that was once called common courtesy and good service is now recognized as ‘uncommon courtesy’ and ‘exceptionally human’ service. What I like about the brands mentioned and the many that are not, they recognize that even in a time of high tech, high costs, high turnover, etc., the art of the long few comes from good old-fashioned high touch.
Brands that form relationships, communities and and loyalists create brand evangelists. That is an enduring and quite frankly profitable quality when the intention is authentic.
Jaclyn on March 3rd, 2009 10:03 am
I agree with Gilbert…those attributes should be a given…a no brainer something that every company always provides. however, today that is not exactly the case anymore in most places. i do like the idea however that they don’t cut costs like mcdonalds by giving you reheated meat that taste like cardboard. it’s kind of the same concept that wendys has…never frozen beef!
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