Cracking the Code of Customer Loyalty: It’s Time to ADORE Them
Have you ever met a business owner who operates on the belief that customer loyalty is a birthright? You know, the “We’re local, so they owe us their business” type? Or perhaps the “We’ve been around for decades; our customers should know better!” crowd? If you haven’t, you’re either blissfully lucky or you are THAT business owner (awkward pause). Either way, buckle up—this one’s for you.
Dick Van Patten once said, “The only honest reaction and true loyalty we get is from our animals. Once they’re your friends, you can do no wrong.” Beautiful sentiment, right? But it’s also hilariously out of place when it comes to customer relationships. Why? Because, unlike your loyal golden retriever, your customers are busy humming Janet Jackson’s “What Have You Done for Me Lately?” every time they interact with your brand. And guess what? They’re not wrong.
The Myth of Automatic Loyalty
In my small town just outside Edmonton, local business owners often assume that community members will choose them by default. After all, we’re neighbours! But let me tell you a little secret: Proximity doesn’t equal loyalty. People aren’t just looking for convenience—they’re looking for connection.
If you expect loyalty to just happen without putting in the work, you’re setting yourself up for a brutal reality check. Loyalty isn’t something you’re entitled to; it’s something you earn. And no, slapping a loyalty card on your counter and offering the occasional discount isn’t enough. Loyalty is built through emotional connection, trust, and, yes, a little bit of spark.
Enter ADORE: The Five Emotional Experiences
To help you (and your team) navigate the rocky terrain of customer loyalty, I’ve crafted a little acronym: ADORE. It stands for:
- Attentive
- Devoted
- On Fire
- Relatedness
- Established Trust
Let’s break it down.
1. Attentive
Just before Christmas, I walked into a brand-new restaurant in our little town. If the place had 25 seats, that’s all it had. Aside from my five colleagues and me, there was one other table being served. We sat there for a good seven minutes before the server came to take care of us. Honestly, it felt like we were a huge inconvenience to her.
The irony is that when I met with the owner, he complained bitterly about the fact that the community wasn’t supporting him. “I don’t have a lot of regular customers. People come once and don’t support my business afterwards!” He was taking her back, when I asked him one simple question, “Knowing that within a 25-minute commute of your restaurant, there are 125,000 potential customers, what are you doing each and every visit to make sure they want to come back?”
So, do your customers feel like you’re genuinely interested in them—not just their wallets? Being attentive means meeting customers where they are, addressing their concerns authentically, and avoiding the dreaded “Sorry, that’s our policy” line. Remember, people don’t want to feel like a transaction. They want to feel seen.
2. Devoted
We have to start shaking off the transactional mindset. In today’s day and age, in customer-facing businesses, we are in a relational industry. The biggest cliche in business in the 21st century is that we have to build the know, like, trust factor. But how can we do that if we don’t take time out to get to know the individuals we do business with?
Your customers aren’t just numbers on a spreadsheet. They’re human beings. (Shocking, I know!) Show them that you value them as people first. Ask about their day. Remember their preferences. Devotion isn’t about grand gestures; it’s about consistent, thoughtful moments that make people feel special.
Here’s an episode of Marc Haine Live where I talk about this!
3. On Fire
In one of my presentations, I talk about a cathedral being rebuilt after the big fire in London back in the 1600s. The architect walked around the construction site, asking the construction workers what they were doing. One responded, “What does it look like I’m doing? I’m a bricklayer, I’m laying bricks.”
Another construction worker responded, “Me? I’m earning a living. I have a wife and five kids at home who depend on me.” The last bricklayer he came across responded with, “I am building a testament to God. When we are done, I know that people will come here to praise the Almighty. My work here is my testament to Him.”
Now, I will admit that I am Athiest. But there is something about living “on purpose.” From the three responses, you know who takes pride in their work and who is passionate and driven.
Excitement is contagious. If you’re not thrilled about your product or service, why should your customers be? Brands like Apple and Chick-fil-A excel because their enthusiasm radiates through every touchpoint. When your team is on fire with passion, it’s impossible for your customers not to feel the heat.
4. Relatedness
This one’s a biggie… In a recent podcast appearance, I spoke about my belief that the difference between ordinary service and extraordinary service is just a modicum of caring. Tied to what we talked about in being ‘On Fire,’ there is a massive difference in the offering of one who cares versus the one who doesn’t. Think about the last time you ate out. Just from what you received on the plate, could you tell if the chefs cared about what they were putting out? Could you tell if they cared about you? I would bet, abso-freaken-lutly!
People connect with people, not logos. While your branding is crucial, the true impact lies in creating a sense of belonging among your customers—a community of caring. Are you creating a community, or are you just selling stuff? Build relationships, and the loyalty will follow.
5. Establish Trust
This is the linchpin. Without trust, loyalty crumbles faster than a cheap cookie. A recent study revealed that a lack of trust costs U.S. brands $756 billion annually. That’s enough to make anyone clutch their pearls. Companies like Zappos and Costco thrive because they prioritize trust. Their generous return policies scream, “We trust you, and we’re betting you’ll trust us back.”
What do you do that tells your customers how much you trust them, and how much they can trust you?
Loyalty Starts From Within
So… here is a plot twist! You can’t fake ADORE.
Loyalty isn’t a surface-level tactic—it’s a cultural philosophy. And it has to start with your internal team. If your managers don’t show loyalty to their teams, how can you expect your employees to show it to your customers? Spoiler… They won’t.
From top to bottom, your organization has to live these principles. And when you do, something magical happens: Your customers will ADORE you right back.
Your Next Steps
If you’re ready to take loyalty to the next level, I’ve got a handy-dandy Organizational Loyalty Checklist Quiz that can help you evaluate how well you’re fostering these five emotional experiences.
Customer loyalty isn’t a gift. It’s a relationship. And relationships, my friends, require work. Now go out there and give your customers something to sing about (hint: not Janet Jackson’s “What Have You Done for Me Lately?”).
