I like to consider myself a loyal customer to many different types of businesses. I shop at the same grocery store each week, use the same dry cleaner, I have had the same hair dresser for years, I always fly the same airline (United) and stay at the same chain hotel (Marriott). Yet, more and more I am finding that loyalty is becoming a one-way street. While I am loyal to these places, they are all not as loyal to me.
Why do companies give awesome deals to new customers while ignoring their loyal customers? Does this bug anyone else besides me? I am loyal to a fault sometimes yet only new customers are rewarded with discounts and special offers. I barely get a “thank you for your continued business.” It’s amazing to me that some companies just don’t understand that it costs more money to get a new customer than it does to retain one. It doesn’t take much, just give me the same opportunity as your “new” customers. Otherwise I will gladly take my business elsewhere, after all you aren’t the only place in town.
I do have to say that United and Marriott certainly understand the value of a loyal guest or passenger. They reward your loyalty every chance they get with special promotions, anniversary gifts, recognition gifts, special deals, special seating, no fee for checked luggage, upgrades and more. It’s too bad other companies have not learned a lesson or two from the airlines and hotel chains. Loyalty ought to be rewarded and when coupled with excellent service you will win a customer for life.
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