Loyalty is Not a One-Way Street

 

Instead of thinking strictly of how to make customers more loyal to you, also consider what you are doing to show your loyalty to them.

I was a pretty old gal by the time I was able to buy a new car. I’d driven many vehicles but they were pre-owned or shared with someone else. So when I bought my first new car, all mine, I decided that I would take extra good care of it. That included using my dealership’s service department for upkeep and maintenance according to their recommendations. I thought it was fun to fill out the book in my glove box that showed when I had been in for service and what had been done.

The fun wore out over time, not because I fell out of love with my car (that beauty is still in the family 20 years later). But because the people at the dealership were indifferent to me. And so I stopped using them to service and maintain my car. There are after all 5 or 10 places between my house and work and my house and that dealership who fight for my business every day.

I always made an appointment to come in, never dropped in. Always asked for the recommended service. Never once reported road noise or rattles or other scary issues.

But here’s what they NEVER did:

·       Call me by name

·       Have a look of recognition of me

·       Say things like “good to see you again” or “see you in XXXX miles” or “let’s go ahead and set up your next appointment…”

Here’s what they did:

·       Asked me what kind of oil I wanted them to use (that might be something some people know or care about, but I don't have the vaguest idea or interest in this, that is why I am having you do the work on it!)

·       Waited for me to park and bring the keys to them

·       Acted as though they were in a hurry

In a nutshell, they did not display loyalty to me. Things they could have done that are free were not done. I gave them my feedback with my feet and never went back. And I have never owned that brand of vehicle again either.

Be a Citizen

The last time I voted I left there obsessed with the fact that all of the poll workers seemed older than my mother. In a way, I suppose, that is a good thing. Elderly citizens still being relevant and engaged in their communities.
On the other hand it struck me that maybe Tom Brokaw was right in naming WWII vets as the Greatest Generation, a not so subtle slap at all of us who followed. Their work ethic, integrity, and sacrifice means that they think they should do the right thing and working at the polls, serving as a juror, registering voters, working in soup kitchens, and on and on are what citizens should do.
By contrast, it is fashionable to avoid and even ridicule all of the above. We are too smart, too busy, or too important to spend our valuable time in those sort of activity. We don't like "shoulds".
It makes me weary to hear people expect to be served but never to serve.
So I went online and volunteered to work at the next election. (Actually, it isn't strictly volunteering because they do pay a small bit for your time. So you can invest that in the wear and tear on your feet, car, or groceries for the day. For me, it's going to a pedicure sans guilt!)
Not amazingly, they were delighted to have me and I spent 16 hours on my feet yesterday working the polls. This gig aint for sissies!
So I will tell you that even though my feet hurt like the devil the next day, that I scrambled home and straight to bed exhausted, I feel good. I think I did the right thing. My polling place had a little more diversity of age, though not sex since it was all women, but small win I will take.
Call to Action: BE A CITIZEN. Meet some new people. Actually talk to people in your community. Volunteer to do things to make your community work better. You will be better for it. We will all be better for it.

P.S. - With just a few hours of observation, they offered me a supervisory position for the next election. They do know how to identify talent, just not so much how to attract it. I hope you are attracted to stretch and learn and impact and experience your community.