Learn how brand loyalty really works, including: -- What mistakes you’re making in your current customer experience --How the customer experience is changing and why you should be prepared --Three actionable ways to increase brand loyalty at your own organization Watch the full webinar recording at: http://connect.aloftgroup.com/the-art-of-the-experience-od

1. TALK. LISTEN.TEACH. SHARE. LEARN. ENJOY.
Brand Loyalty: The Art of the Experience
Matt Bowen, CEO,Aloft Group

2. DOES BRAND LOYALTY
STILL EXIST?
3

3. LOYALTY
faithfulness to commitments, vows
allegiance, obligations, etc.
4

4. LOYALTY
faithfulness to commitments, vows
allegiance, obligations, etc.
5

5. 6
Brand
Loyalty
Faith in a
brand=

6. 7
Brand
Loyalty
Brand choice
over price and
convenience
=

7. 8
XIncrease revenue
XIncrease market share
Increase brand loyalty
XIncrease margin

8. Brand Loyalty vs
Customer Retention
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9. Brand Loyalty goes
much deeper
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10. of a company’s business comes
form existing customers.
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65%

11. of a company’s business comes
form existing customers.
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65%
5X$to attract new customers.

12. 13
The Science Behind
Brand Loyalty

13. Customer Satisfaction ≠ Brand Loyalty
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14. Constantly delivering on what your product or service is
supposed to do.
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(Functional Benefits)
Customer Satisfaction

15. Basic Principal 1:
Brand loyalty is not driven by
delivering the functional benefits
of your product or service.
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16. Customer
Commitment
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17. Customer
Commitment
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1. Economic Commitment
2. Affective Commitment

18. 19
Economic Commitment is driven by $

19. 20
Economic Commitment is False Loyalty

20. Affective Commitment
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21. Affective Commitment
Driven by Emotional Connection
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22. When customers seek out and choose
to buy your brand, over and over.
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23. Create over and above experiences
that create emotional responses that
in turn get recorded into memory.
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24. What we are really talking about in
brand loyalty is actually memory.
25

25. 26

26. Basic Principal 2:
Brand loyalty is created
from affective commitment
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27. Three Steps to Creating
Brand Loyalty
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28. 1. Focus less on communicating
functional benefits and more on creating
exceptional customer experiences.
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29. 30

30. 2. Define what an over and above
customer experience is to your
target audience.
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31. 32

33. 34

35. 3. Dedicate 15-20% of your
marketing budget to brand loyalty.
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36. 37
Expected
Beyond the minimum, what do
they expect from our brand?
Required
What is the minimum they require
from our brand?
Desired
In their dream world, what might
additional desired gains be (that
they don’t necessarily expect)
Unexpected
What might we
provide that they would never expect?

37. Final Thought: If you aren’t
delivering the basics (functional
benefits) you have to first start there.
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38. What are you doing for your
customers that goes beyond their
expectations?
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39. ToviewtherecordingofthisAloftSessionswebinar,pleasevisit:
http://connect.aloftgroup.com/the-art-of-the-experience-od

40. Thank you!
aloftgroup.com
Matt Bowen: mbowen@aloftgroup.com