COLUMNIST – OUT OF AFRICA
KEITHWISERbelievesweshouldlookatthis
conceptfromtheviewpointoftheconsumer.
Oneofmyfavouritequotes Lookingatwhatpeopledois acompositecubethatwill
ofalltimecomesfromFrench onlyoneaspectofhuman segmentcustomersintowhatI
Inmostcases,
philosopherVoltaire,whosaid: behaviour.Therearetwoother termActiveLoyals,Passive
consumers
“Ifyouwouldcommunicatewith equallyimportantcomponents Loyals,PotentialActiveLoyals,
me,youmustfirstdefineyour ...whattheyTHINKandwhat CertainDefectorsandsoon.
cannoteven
terms.”Sloppythinkingandthe theyFEEL. Iamnotconvincedwewill
looseuseofwordscausemany Thinkingandfeelingaretwo evertrulyunderstandloyalty,
starttotellyou
ofourproblems. totallydifferentmodalities.In butusingamoreholistic
Wealsoneedtounderstand thecontextofabusiness approachthatlooksatitfrom
whytheyprefer
thatloyaltyisatwo-headed relationship,Icannormally thecustomer’sperspectivedoes
brandAto
coin.Itcanbeengendered articulatewhatIthink. seemtometoofferaglimmer
orexperienced. Ithinktheserviceisgood. ofhope. brandB.
Mostloyaltyinitiativesfocus Ithinkthepricesarefair. Watchoutformoreonthis
ontheengenderingpartofthe Ithinkit’sconvenientforme topicnextmonth.
processwithoutreally togettostoreAbutnotstoreB.
attemptingtounderstandwhat Thefeelingstuff,onthe
the‘engenderee’might otherhand,ismorecomplex.
beexperiencing. MypreferenceforbrandA
Tryingtoimposeloyaltyis versusbrandBhasfarmore
liketryingtoimposelove.And todowithfeelingthan
asweknowthereisaveryfine withthinking.
linebetweenthatandrape.For Infact,inmostcases
example,thatverymale consumerscannotevenstartto
KeithWiserisfounder/CEO
question:“HowcanIloveyouif tellyouwhytheypreferbrandA
of5thDimension,basedin
youwon’tliedown?”. tobrandB...andiftheycan SouthAfrica.Email:
youmustn’talwaysbelievethem KeithW@5thDimension.co.za
Enhancingtherelationship (Idon’tbelieveamanwhotells
Sometimeago,Ireadanarticle meheboughtaMercedes-Benz
thatgaveanewspintothe becauseofitsexcellent
relationshipmarketingconcept. resalevalueoraFerrarifor
Themainthrustofthearticle thecolour!)
wasthatinmanyinstanceswe Whenitcomesto
shouldnotevenbestrivingto understandingthefeeling
buildarelationship,butmerely componentintheloyalty
toenhancetherelationship, equation,itisnotreally
McDonald’sbeingaverygood necessarytounderstand
caseinpoint. why.Whatisimportantis
Ithoughtthatwaspretty thestrengthofthe
damnsmart. relationshipandthat,
Ifwetrulywanttostart normally,canbearticulated
understandingloyaltyfromthe ifyouasktheright
perspectiveofthecustomer,we questions.
needtostartusingasatellite
dishinsteadofagunsight. Thethreecubes
BythatImeanweneedto Usingarelativelysimple
lookatthebiggerpicture. matrixitispossibletolocate
Mostloyaltyinitiativesfocus customersfirstofallintoa
ontransactionaldataandtools ValueCube,a
likeRFM(Recency,Frequency SatisfactionCubeand
andMonetaryvalue)andLTV aRelationshipCube.
(LifeTimeValue).Theproblem Thesethree
isallofthesearemerelydriving cubescanthen
usingtherear-viewmirror. becollapsedinto
www.dmi-news.com May2009 25
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