Loyalty Tales Chapter 3

Chapter Three: Harry, the CEO’s Tale

It’s a few days later, and Harry Bailly, the ever-anxious CEO, cannot contain his enthusiasm following Constance’s thought-provoking Loyalty Tales presentation. He has called a mid-afternoon session of the Executive team.

“I know I said I would not dominate this journey to customer loyalty wisdom, but the first session cut through a lot of confusion and clutter for me, so to keep our momentum going, I have inserted an additional session into the schedule while my thinking was fresh,” he said.

“I ordered fresh coffee and fruit juice if you need an afternoon boost, please grab a drink while I raise two important questions for us to consider.

“First: Our objective is to have customers buy from us when they buy widgets every time. I get that,” he began, “but are we structured in the most effective way to achieve this? I wonder if we can keep up with our customers’ changing tastes and demands. Widgets are not fast fashion, but we do have competitors with new technology and capabilities that are a worry.”

“Second: We have a points-based loyalty program that we love, but I want us to unemotionally examine if we can achieve better customer loyalty with the same investment by managing price, distribution, line length, quality, and distribution in some better way. Or more advertising. I have been thinking about the ‘Loyalty Pyramid’ Constance presented and reading Byron Sharp,” he mumbled the last comment under his breath but loud enough for the whole team to hear. “Is loyalty marketing really less important than attracting a load of light widget buyers?”

“Anyway, let’s get started so I don’t keep you here after hours”.

Download to read Chapter 3, we hope you enjoy our story. We are Ellipsis, the Loyalty Experts. We help you find, measure, manage and grow customer loyalty​.