While it’s true that a company needs to earn customer loyalty by providing say great service, today it reminded me how sticking with a company that has been good to you as well will often make them do more for you. I saw this in action as I went with a restaurant with my parents that they regularly go to. Now normally people would order from the menu and the business would hopefully provide great food and service. Just the basics to hopefully to win back the customer and potentially getting recommendations.
While we completed our meal the waitress looked at the receipt and was shocked as she saw there was no dessert. Because she knew my parents as a regular, she quickly went to speak to the management and we were provided with free dessert. We didn’t ask for it but I guess that was a great example on how a business can go the extra mile to take care of their regular customers. Like there, as the consumer you have a bunch of options or maybe even a cheaper one. But in this case, building that mutual trust and loyalty can be more valuable in the long run.
Again, they need to earn your loyalty of course. But factor that in as well instead of just always thinking about the cheapest as an example.