I’m introducing a new word for you to consider: desire. Its time to replace the word ‘loyalty’ with the word desire.
I'm reading a book called Chief Customer Officer 2.0 by Jeanne Bliss. The above quote is from her blog post about "earning the right to grow." Loyalty is a great result, but desire is an emotional reaction that drives repeat business and spurs the type of storytelling that reaches new customers.
I love Bliss's philosophy that we must all "earn the right" to growth. If you need a wake up call, run a report that shows you how many clients did not come back in the last 3 months. Multiply that number by your average service sales per person. Desire is what went missing for those people, and that dollar figure is the cost to your business.
To build more excitement and reliability into your customer experience, clarify what makes you super excited about what you do. Build your routine or rhythm around sharing that. Let's go beyond asking people to be loyal, to come back again - if your client isn't begging YOU to book her next appointment, ask yourself how you could add more value and craft a more desirable experience the next time you see each other.