Customer Loyalty Surprise

Many companies use a customer loyalty scheme whether it be miles, points, or other free stuff. All are based on dollars spent and frequency of usage.

None of that is big news.

I am a member of plenty of these programs. And many of us will admit, some of those companies we really do not like yet the attraction of the benefits keep us using the product or service. But I have to tell you about one that has my attention.

Last summer Panera Bread Company introduced MyPanera.com.  Enrollment requires a visit to the website to enter the needed information.  The card is presented to you at the store. Here is what I like about their approach - you can go to an in-store terminal and register immediately.  Once registered you are surprised with a free item (mine was a bagel). No accumulation of spending, just an immediate reward. In a very short time, I had a number of surprises offered - $2 off of an entrée, free drinks, 99 cents for a higher priced pastry. I never know what "surprise" will be offered. I like that for a change. Panera is not in a business where I am working to accumulate points for a trip so no tracking is really necessary.

MyPanera.com also has an expiration on the offers. So I am motivated to get back in to redeem and of course spend even more money while there.  The offers print on the receipt along with the expiration date and can be found when logging into the account online.

Just this morning, I opened my email to find a "special surprise" in honor of my birthday this month. Their goal is to surprise in unexpected ways - it is working for this now loyal customer.

Start thinking about what you can do to surprise your customer. Simple stuff works especially when the customer does not expect it.

###

Lisa Ford has over 20 years of experience presenting to businesses, associations and government. She designs content personalized for each audience and the challenges they face. Her presentations focus on customer service, leadership, teamwork and change. Her most recent book is Exceptional Customer Service: Exceed Customer Expectations to Build Loyalty and Boost Profits.

Published: November 18th, 2011

Share this Feature

Reader Reactions:

comments powered by Disqus
Golden Corral
ADVERTISE
SPONSORED CONTENT

Franchising Topics »

Hot Opportunities

School of Rock Franchise Opportunity

School of Rock
With more than a decade of experience and over 170 schools throughout...

Add
e² Young Engineers Franchise Opportunity

e² Young Engineers
e² Young Engineers is an innovative new approach to teach STEM principles...

Add
Mora Iced Creamery Franchise Opportunity

Mora Iced Creamery
Mora’s ice cream has been enchanting guests and garnering praise since...

Add
Grabbagreen® Franchise Opportunity

Grabbagreen®
Our vision is bold, To Lead The Charge in Making Fast Food Healthy, and we...

Request Information
Jimmy's Egg Franchise Opportunity

Jimmy's Egg
Jimmy's Egg is now offering a unique opportunity to a select number of...

Add
Relax The Back Franchise Opportunity

Relax The Back
Relax The Back, the #1 back and neck pain relief franchise, is the ideal...

Add
Oxi Fresh Franchise Opportunity

Oxi Fresh
OXI FRESH is a GREEN Carpet Cleaning Franchise and one of Entrepreneur's...

Add
Growler USA Franchise Opportunity

Growler USA
Craft beer is America’s fastest-growing industry. Growler USA's...

Add

Multi-Unit Franchisee Magazine

The only publication dedicated exclusively to the hottest topic in franchising - Multi-Unit and Multi-Brand Franchisees.

Subscribe to Franchising.com Express

A Franchise Update Media Production
Franchise Update Media | P.O. Box 20547 // San Jose, CA 95160 // PH. (408) 402-5681
Copyright © 2001 - 2017. All Rights Reserved.

In Loving Memory Of Timothy Gardner (1987-2014)