The Logic Group Blog

An individual, specialised in a certain field, would probably perform better when part of a group or a team with the same expertise. When a charity organisation launches a new campaign, often the catch phrase used is “together we can make the difference”. In group sports, like rugby, people play different positions, each of which require different skills. If the coach can successfully coordinate these different skills, the unit has the potential to become greater than the sum of its parts. But does the same apply to Loyalty programmes?

Loyal customers are the Holy Grail of the supply world; finding them is the topic of a mountain of business manuals.  But when we stop to think about it, is it really loyal we want?  The dictionary definition of loyal is ‘faithful to one’s friends, country or government.’  Honourable?  Yes.  Emotional?  Yes.  Maybe even a little old fashioned.  But in today’s aggressively consumerist world, these are notions which hardly seem to apply.

 

Take the example of banks/building societies and supermarkets: at first glance, recent research that we carried out on behalf of loyalty scheme consultants, the Logic Group, shows that banks/building societies and supermarkets seem to be doing rather well in the customer loyalty stakes.  Two-thirds 66% of the British public said they feel loyal to their bank or building society and 60% said the same of their supermarket.

Brussel Sprouts, hated them. These evil little green things just wanted to ruin a perfectly good dinner. After the joy of Christmas morning, playing with toys (I am talking about my childhood here, and yes, I can still remember it) and finally getting the “GET TO THE TABLE” call. Crackers pulled, reading the jokes (yes, still the basis of my humour till today) and putting on funny hats – laughing with grandparents. And then dinner is served, and it’s like the uber Sunday lunch! Added extras, cocktail sausages with bacon wrapped round (they weren’t called pigs in blankets back then!) – what genius came up with that? Freshly made stuffing and gravy, the turkey (we did have goose a few times) lots of roasties, good old veggies, and then, there it would be, the sprout. Now I never cheated per se, I was a good boy (at this time) and always did what my Mum told me to. So I would eat the sprouts, but only by dissecting them into the smallest possible size, and then trying to disguise the foul taste with a forkful of nice, tasty food.