The World Cup is here again, cars and houses are once more flagged and the streets are empty during games. The key word here is loyalty. Why are people loyal to the team they support? At a time when companies are looking for ways to promote loyalty, people are turning to sports and social media. There is a lesson to be learned from this. People can only be loyal where emotions are involved, and emotions are built around people. There is a strong need to identify with a group of people with similar attitudes and opinions.
Companies which attempt to reach customers by offering the lowest prices or the newest technology may have success so long as they are the cheapest or the best, but they will not keep their customers when conditions changed. This may be one recipe for success, but companies able to generate an identity to which people can relate will do better. Evidently, creating and maintaining the identity is a case for the entire staff of a company, but a good CRM concept should provide the organizational basis by supplying the right information at the right time.
Loyalty is more important than the promotion of special offers and technical gimmicks.
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