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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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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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Trust grows over time & leads to loyalty
Grow the relationship and drive loyalty over time.
Speed Quality Price Consistency Delivery Experience
