loyalty wedge: one feature can change everything

The Loyalty Wedge One feature can change everything.

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What is “loyalty”? Loyalty is the result of a business’s product or service delivering value to a customer, reliably, over time.

Don’t confuse the outcome of a relationship with the product.

A wedge reduces the force needed to get work done.

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Finding the feature that matters most to customers is the “thin edge” of your wedge.

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And makes customer loyalty easier to achieve.

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Value = Trust

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What do you want to be trusted for? Walk a dog? Fly a plane? Make a sandwich?

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How do businesses create value? Commonly cited variables include: • Speed • Quality • Price • Consistency • Delivery • Experience

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You are doing too much Businesses seeking to build trust often want to deliver everything all at once, e.g. more = more.

Being all things, to all people, is high risk, and nearly impossible to do well.

Trust starts with a single interaction that successfully delivers on all the values.

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Speed Quality Price Consistency Delivery Experience

Focus on a single feature that has the right qualities.

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Learn

Build

Measure

Use Lean Startup methods to experiment.

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Trust grows over time & leads to loyalty

Grow the relationship and drive loyalty over time.

Speed Quality Price Consistency Delivery Experience

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Provide Value

EarnTrust

Gain Loyalty

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The best know that valued features lead to loyalty.

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Provide value Earn trust Gain loyalty

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The Loyalty Wedge One feature can change everything.