Lee Hogan In a cutting-edge aggressive world where the price has become the determining issue for bringing in income and while client loyalty seems to be at a high time low, there also exists a breed of corporations, brands, and merchandise that experience unbeatable customer fidelity and on the same time dictate charges on their personal terms.
What makes a Harley motorbike so ideal? Why are you inclined to pay one hundred bucks for a cup of cappuccino at Starbucks however would by no means pay something above 25 at your local udipi inn? Look at Apple for instance, why are clients inclined to face in mile-long queues on bloodless wintry weather nights just to seize hold of a mobile smartphone and nonetheless pay a premium price that no other mobile enterprise may even consider to call for? The solution lies in what maximum corporations fail to find out and implement in their business, it is all approximately being Unique!!
Creating the Experience
The fulfillment of business is especially depending on the central aim of the commercial enterprise. If it’s miles handiest to make earnings, then it may simply come to be doing that, carry income, However, in case your enterprise and its transport is designed around something beyond earnings, something worthwhile for humanity to get excited about, then you definitely have found your calling. For instance, simply have a take a look at the Mission statement of Starbucks. In truth, it is only an espresso serving restaurant like hundreds of thousands of different such cafes however what makes Starbucks particular and appealing is its intention that is clearly contemplated in its Mission statement – Our challenge: to inspire and nurture the human spirit – one individual, one cup and one neighborhood at a time. As sincerely evident the purpose is to make contributions a revel in within the purchaser’s life now not simply through a cup of espresso but to serve it with an electrifying environment, pleased staff, and superior carrier for this reason making it desirous. The enjoy enables you to unwind, run far away from the rush of your maddening life to a secluded space of heat, happiness and friendly banter. Starbucks chairman and CEO Howard Schultz explained to Oprah Winfrey in 2007, while he was serving as Chairman (no longer CEO), income was plummeting and the stock becomes sinking. “We had lost our way,” he said. “The pursuit of income became our cause for being and that is now not the reason that Starbucks is in commercial enterprise... We are inside the commercial enterprise of exceeding the expectations of our customers.” He back because of the CEO due to “love” and “ardor”
Creating loyalty
The notice that moves the loyalty chord with clients is customization. Be it Starbucks or Harley Davidson – The cruiser motorbike giant. What separates them from the crowd is their capacity to cater to man or woman tastes and choices, which makes their product quite perfect and unique. Harley Davidson isn’t always a motorbike business enterprise. It’s a cult! It evokes the untamed masculinity in you. It pushes you to find out uncharted roads. It seduces you to trip in the direction of freedom. It’s about being wild and adventurous. Now, will you pay a top class to have all of the above? Yes, sir! You will. This is the emotion that the brand evokes in its fans and that is what makes them timelessly iconic. Harley-Davidson turned into facing important issues, which covered slumping sales, forcing them to restructure. They modified the manufacturing and control strategies and went directly to continued success and increase. The turn around began in 1981 while a group of thirteen Harley-Davidson executives led with the aid of Vaughn Beals sold the enterprise. These new proprietors started out the Harley Owners Group (H.O.G.) in an attempt to open lines of communication with the customers and produce them toward the logo. This is called an affinity group and it includes spending time, attention and cash on existing owners. Every Harley buyer receives a loose one-year membership and there are journeys, parties, and special merchandise. The emotion of brotherhood, fraternity, machismo has caused an enviable cult following international. It’s all about asking the customers what they would really like to have after which turning in the products as according to their private liking. That’s customization.
Delivering Excellence
It is the obsession to supply that which no person else can. The obsession to surpass all purchaser expectancies and to delight and marvel the consumer. The obsession to supply excellence in a noncompromising manner is what drives the fulfillment of any product or enterprise. It is this obsession to be above mediocrity and to present the consumer an advanced enjoy of using your product or dealing with you that creates an iconic success story. Apple via the imaginative and prescient of Steve jobs got all of the above proper and greater. Most of Apple’s products have been recreations of current merchandise. Apple did now not invent the MP3 player; Apple reinvented it and made it better. Apple did not invent the smart cellphone; Apple reinvented it and made it higher. And Apple did now not invent the pill; Apple reinvented it and made it higher. It is obvious that Apple stays as a minimum two years beforehand of its competitors. While those competing with Apple are just getting products to market which are competitive, Apple is already running on the products at least years beforehand. Apple’s customer support and shops represent the gold preferred for selling and assisting tech gadgets. It’s all approximately delivering excellence.