Discussing the growing marketing and trends of Social Commerce

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Social Commerce Authors: Tatsiana Levdikova, Liz McMillan, John Ryan, Maureen O'Gara, David M. Adler

Related Topics: Content Marketing Journal, New Media on Ulitzer, Advertising on New Media, Marketing and Sales, CRM, Social CRM, Social Commerce, Personal Branding Journal, Telecom Innovation

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Where Does Loyalty Come From?

Where do we learn to be loyal? I think there is a deep cultural shift occurring that started somewhere in the early 1980s

New Media on Ulitzer

What happens in our lives that creates our individual ethics and standards when it comes to the subject of loyalty?

John Ikeda — check out his terrific insights at Lead With Honor — shared a comment on one of my previous posts stating:

“I think there is a deep cultural shift occurring that started somewhere in the early 1980s. I don’t have a source for that… just my thoughts. I think it started near the time when MTV began. MTV changed the way we were entertained. Throw in the internet, cell phones and a growing global economy and we now have more choices than ever. We also saw a great shift in the workforce and a growing divorce rate. All this points to a society where permanence (loyalty) doesn’t last very long.

With the economy now in a funk, and people realizing that there are not many companies looking out for them, the question becomes ‘Can I afford to be loyal? Can I afford to work at a company for 20 years (Enron, MCI, Lehman Brothers)? Should I always buy a SAAB (who just went out of business). Should I leave my money at — (fill in the blank)?’ There is a great risk to loyalty these days.”

Because of John’s comment, I started wondering: Where do we learn about consumer and employee loyalty?

It seems to be part of it comes from our parents. It’s easier for me to understand the importance of loyalty — and the benefits of it — because my Dad was a very loyal customer at the places where he did business. And, as I write in “Collapse of Distinction,” he created a business that inspired customer loyalty.

However, this aspect doesn’t bode well for loyalty in a time of record divorce rates and highly publicized extra-marital affairs by formerly-respected icons.

In addition, as we have moved from the time of full-service gas stations (where we were loyal to the owners and attendants who greeted us with a smile and cleaned our windshield) to self-serve pumps, we have observed many industries and organizations promoting the concept that personalization isn’t as important as a cheap price and “do it yourself.”

I believe we learn about employee loyalty, in part, from where we have worked as youth.

In other words, in this time where loyalty for most of us is learned neither through working on the farm, as my grandfather, nor from the military that was such an important part of my father’s life, and was traditional and prevalent in a previous era. Instead, many of today’s employees had their first work experience instead at fast food restaurants, and retail chain stores at the mall, where they were often taught (intentionally or unintentionally) that employment is transitory.

What this means is that if YOU aspire to create customer and employee loyalty…your first step may be to get clients and colleagues to discard old perceptions. It might be required before they are able to connect with you in the manner you desire.

Read the original blog entry...

More Stories By Scott McKain

Scott McKain is a business leader, bestselling author, and Hall of Fame professional speaker.
Scott's latest book, "The Collapse of Distinction: Stand Out and Move Up While Your Competition Fails" reached the #1 spot on Amazon.com list of Customer Service Bestsellers! He is the author of two #1 additional business bestsellers (Amazon.com & 800-CEO-READ): "What Customers REALLY Want" (currently available in trade paperback) and "ALL Business is Show Business."
He is the Co-founder and Principal of The Value Added Institute, a think-tank that examines the role of the customer experience in creating significant advances in the level of client loyalty, and has appeared on multiple occasions as a commentator and analyst on FOX News Channel. His platform presentations have run the gamut from the White House lawn with the President in the audience carried live on CNN and NBC's "Today" show...to a remote outpost near the Amazon...all 50 states, seven Canadian provinces...and from Singapore to Sweden...Mexico to Morocco.
An inductee into the Professional Speakers Hall of Fame, he is also a member of "Speakers Roundtable" -- an elite, invitation-only group of twenty of the world's top business speakers.