How To Lose Loyalty

Interesting how a few weeks can make such a difference!

Toyota, previously the driving public's darling of the automotive industry, has been reeling ever since the revelation of problems with the accelerators in some of their best-selling models. Toyota went from media darling to media target. How will Toyota fare? What does this situation show us about loyalty - and how to earn it/keep it?

Well to begin with, unless Toyota makes some MORE blunders (the company's decision to delay the recall and then admitting it was for financial gain was a huge misstep), I expect they will stop the bleeding, turn things around, and be on top once again very soon.

Here's the deal: Earning loyalty in business is the same as earning it in our personal relationships. Both start with getting your attention, then getting to know each other. Finding similarities in values, preferences, and interests. Occasionally, one makes a mistake - but if there's been sufficient deposits in the "emotional bank account", AND open/honest regret AND sufficient behavior change, the relationship can be repaired. For this to happen there MUST be value for BOTH sides. Common ground. It needs to be worth the effort.

Yes, Toyota screwed up. Safety is a non-negotiable when it comes to driving. But they've built up a lot of deep relationships with many, many years of consistent safety, excellence and service. If they make the proper recovery, their reputation and future opportunities will be as impressive (or nearly so) as it was before.

The lessons are:
1. Always be wooing your significant other (in this case, your customers are the significant ones)
2. If you really care, you'll do what's in their best interest
3. If you screw up, and you really care, you'll make an obvious effort to fix the problem AND fix the relationship...based on what the offended party deems appropriate

Loyalty is rarely earned by "faking it" in front of the customer. We all know when we're being conned. If the relationship is fake, then these kinds of mistakes will ultimately be fatal - and any loyalty gained will be lost. If the relationship legitimately has value, it's not by accident. It's because you've taken action on the things that matter to the customer.

Toyota can rediscover that truth and get past this...as soon as they SHOW it (not just talk about it) and the media finds another whipping boy - which should be any day now.

What are YOU doing to earn loyalty? What are you doing to KEEP it?

Think about it. But more importantly, do something about it...today!