Loyalty Wedge: One feature can change everything

•

1 like•1,566 views

You are doing too much to gain customer loyalty. It can only be earned by delivering value that people care about, one feature at a time.

Business

A wedge reduces the force needed to get work done.

chrisﬁnlay.com
Finding the feature that
matters most to customers
is the “thin edge” of your
wedge.

chrisﬁnlay.com
And makes customer loyalty
easier to achieve.

chrisﬁnlay.com
What do you want to be
trusted for?
Walk a dog? Fly a plane? Make a sandwich?

chrisﬁnlay.com
How do businesses create value?
Commonly cited variables include:
• Speed
• Quality
• Price
• Consistency
• Delivery
• Experience

chrisﬁnlay.com
You are doing too much
Businesses seeking to build trust often want to
deliver everything all at once, e.g. more = more.
Being all things, to all people, is high risk, and
nearly impossible to do well.
Trust starts with a single interaction that
successfully delivers on all the values.

chrisﬁnlay.com
Speed
Quality
Price
Consistency
Delivery
Experience
Focus on a single feature that has the right qualities.

chrisﬁnlay.com
Learn
Build
Measure
Use Lean Startup methods to experiment.

chrisﬁnlay.com
Trust grows over time
& leads to loyalty
Grow the relationship and drive loyalty over time.
Speed
Quality
Price
Consistency
Delivery
Experience

chrisﬁnlay.com
Provide
Value
Earn
Trust
Gain
Loyalty

chrisﬁnlay.com
The best know that valued features lead to loyalty.

chrisﬁnlay.com
The Loyalty Wedge One feature can change everything.

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Loyalty Wedge: One feature can change everything

1. The Loyalty Wedge One feature can change everything.

2. chrisﬁnlay.com What is “loyalty”? Loyalty is the result of a business’s product or service delivering value to a customer, reliably, over time. Don’t confuse the outcome of a relationship with the product.

3. A wedge reduces the force needed to get work done.

4. chrisﬁnlay.com Finding the feature that matters most to customers is the “thin edge” of your wedge.

5. chrisﬁnlay.com And makes customer loyalty easier to achieve.

6. chrisﬁnlay.com

7. chrisﬁnlay.com Value = Trust

8. chrisﬁnlay.com What do you want to be trusted for? Walk a dog? Fly a plane? Make a sandwich?

9. chrisﬁnlay.com How do businesses create value? Commonly cited variables include: • Speed • Quality • Price • Consistency • Delivery • Experience

10. chrisﬁnlay.com You are doing too much Businesses seeking to build trust often want to deliver everything all at once, e.g. more = more. Being all things, to all people, is high risk, and nearly impossible to do well. Trust starts with a single interaction that successfully delivers on all the values.

11. chrisﬁnlay.com Speed Quality Price Consistency Delivery Experience Focus on a single feature that has the right qualities.

12. chrisﬁnlay.com Learn Build Measure Use Lean Startup methods to experiment.

13. chrisﬁnlay.com Trust grows over time & leads to loyalty Grow the relationship and drive loyalty over time. Speed Quality Price Consistency Delivery Experience

14. chrisﬁnlay.com Provide Value Earn Trust Gain Loyalty

15. chrisﬁnlay.com The best know that valued features lead to loyalty.

16. chrisﬁnlay.com Provide value Earn trust Gain loyalty

17. chrisﬁnlay.com The Loyalty Wedge One feature can change everything.

Loyalty Wedge: One feature can change everything

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