Consumers – your agents – will be loyal to brands that deliver what they need – dependability, service, exceptional service, or exceptional value.
When a brand consistently meets a need, it becomes a brand promise and the company’s identity. FedEx, for example, the brand promise is “when it absolutely positively has to be there overnight.” FedEx consistently delivers on its promise, which creates an influential association, bond of trust, and loyalty with consumers.
The financial stakes of a transaction have a proportional effect on brand loyalty. Consumers – your agents – have far less to lose by trying another brand of candy than they do another brand of a real estate. As a service-oriented business, you are the brand that you enhance and solidify each time you meet and exceed your client’s expectations. If you have locked in your clients’ trust (and their willingness to refer you) through brand loyalty, you have a massive advantage over your competition.
How do you achieve brand loyalty? Consistently deliver your brand promise and do it better than your competitors. Sporadic high performance will not cut it — every customer (your agents) must have the same great experience. Instead of chasing the next technology tool or widget, think about your service delivery.
Rate your service delivery on a scale of 1 (low) to 10 (high). What will it take to be a 10?
Knowing your agents and team leaders’ anxiety points is critical to achieving a strong brand promise. After all, consumers want brands that meet their needs, but not if the experience is painful.
Action – what action can you take?
Ask your agents and team leaders what worries them most about this market. Then let them know what you will do to address their concerns. That’s one solid way to build brand trust and loyalty.
#WinTheDay
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