Building customer demand and loyalty starts with the clarification of the organizational purpose, or ‘WHY’. Author Simon Sinek wrote a book titled “Start with Why: How Great Leaders Inspire Everyone to Take Action” (2009).
In the book, Mr. Sinek shares how building customer loyalty involves engaging customers that connect with an organization’s WHY and building product or service preference as customers find that the organization’s purpose is quite valuable to them. In short, the organizational purpose connects the organization with what customers want.
The result is that over time customers become raving fans of the organization. Apple and Starbucks are good examples of this customer linkage to the WHY statement of purpose. Both have a very loyal customer base.
Use of the Kano model, developed in the 1980s by Professor Noriaki Kano, professor emeritus of Quality Management at the Tokyo University of Science, can help and organization better understand its market, and how to best differentiate from competitors. The Kano model is baseduponthe following premises:
Customer loyalty starts from a connection with an organization’s WHY and builds as the organization meets and then exceeds expectations.
The question is how does an organization create the kind of internal organizational alignment and performance necessary to drive sustainable customer loyalty?
It starts with the consistent use of the Effective Engagement Flywheel.