Rewarding Loyalty

Table Service

We love going there, the team know us, the manager knows us, there is always a great atmosphere and it is a real treat that we always look forward to.

The little touches are so important, finding you a good place to sit, recommending a special wine, suggesting a new beer, letting you have a sample on the house, asking your opinion about things they are doing…all in all a great place to eat, drink and relax.

The manager was telling us that they were thinking of introducing a “loyalty card” system to reward the regular customers – For every X number of meals you would get one free as well as some other benefits.

The truth is they don’t need a loyalty card system because they always reward our loyalty with their great service.

Instead of giving me one free meal for every ten we order and processing this through a card system, I’m pretty sure that I prefer being looked after in an informal, discretionary way…not because I have “earned” or qualified for my bonus meal.

Give me a drink on the house, a free dessert, a great seat, a warm welcome …it’s better than any card!

Places that don’t know you, might need a system to encourage repeat business and reward loyalty in an official way ….the great places never need a system!

Greg Canty is a partner of Fuzion

Fuzion are a Marketing and PR firm with offices in Dublin and Cork

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18 Responses to “Rewarding Loyalty”

  1. Elke Says:

    So true 🙂

  2. Cassandra Fanara Says:

    I couldn’t agree more Greg – Personal interaction, genuine engagement and customer service is far more valuable to any business, than having a loyalty card system in place!

    • Greg Canty Says:

      It’s funny – I went for a coffee in a really cool place today. As I went to pay I was thinking …I must come here more often and the woman of the house asked me did I want a loyalty card. I took it but will probably never use it ..

      • Cassandra Fanara Says:

        That’s interesting! I often find myself being asked; do I want a loyalty card? and at this stage – I generally decline, as its highly unlikely that I will ever use it.
        I think loyalty cards are far more advantageous for the likes of multinationals like Tesco and their Club Card. It’s much more beneficial for their own market research and data analysis, and NOT for the customers benefit, as the special offers just tie them right back into purchasing more than they intended! – a Win-Win for Tesco!

      • Greg Canty Says:

        a great angle on the topic Cassandra …in some cases who is rewarding who?

  3. Pam O'Regan Says:

    Really like this one Gregg loads of food for thought (excuse the pun) Its the feel good factor people(staff) give you rather than a wee plastic card!!!

  4. Sylvia O'Regan Says:

    Echoing what’s already been said here Greg. A warm welcome back is worth far more to me. And on the subject of loyalty cards per se, unless it was something I could have on my phone, I’m really not that interested in accumulating more cards which tend to get ditched in a drawer as soon as I get home.

  5. Fergal Bell Says:

    A good take on the subject Greg, and you’re absolutely right. Receiving a friendly welcome when you come back and being taken care of are much more appreciated than a 10th visit free. Something I value whenever I come home!

  6. Isabelle Ewing Says:

    Well said. I have a favourite restaurant that I frequent, not because of another card that somehow makes me feel obligated to eat there more often, but because the owners know me by name, and treat me like a friend, rather than a customer. The “How are you”‘s are always legit and heartfelt, and the experience always good.

  7. Patricia Whiteside Says:

    Loyalty Is A Tremendous Blessing: And Should Be Rewarded:)
    Loyalty Creates Teamwork & Ethics: Loyalty Is A Class All Of Its Own.

  8. Paul Says:

    Greg. You nailed it well here. A card says you’ve been here. A smile and great service says your welcome back. Paul

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