My customer loyalty means something to you.  If it doesn’t, it should.  After all, Forrester Research says loyal customers are more reluctant to switch companies, willing to buy more products, and are more likely to recommend your company.

I want you to consider my loyalty a sign.  Obviously you are doing something right, whether it’s as simple as you have a great location to the fact that you offer an awesome product or you have killer customer service.  I also want you to know that while I am likely to recommend you to everyone I know, I’m not the type to answer the survey at the bottom of a receipt.  So I expect you to do some leg work and figure out what it is that makes me, your loyal customer, happy.  And when you find the answer, reward it and replicate it.

While at my first week at Signature Worldwide, I went to lunch with my boss at LongHorn Steakhouse.  I don’t know how many years it had been since I’d been to a LongHorn…I had no real positive or negative feelings about the brand.  But my boss told me that they had good salads, so I ordered an entree salad and was pleasantly surprised at how good it was.

I generally do not go out for lunch.  I eat every day at my desk while working or checking Facebook or reading the news.  I opt for quick lunch options that fit in with my schedule, but there is only so much fast food anyone can take.  I decided to give LongHorn carryout a try.  I walked in to order at the bar and was greeted by a smiling blonde bartender named June.  June took my order and offered me a free Diet Coke.  She put my dressing on the side and made sure I had warm bread and sent me on my way with a smile in less than ten minutes.  I returned to my desk at work to enjoy my warm bread and crisp salad and thought fondly of my lunch experience.  It was certainly worth the $9.99, which was higher than what I’d pay at a fast food restaurant, but the level of service and the product made it worth it to me.

Over the coming months, I started ordering salads to go from LongHorn at least once a week.  I always looked forward to seeing June and knowing that she would never forget my dressing and would always send me back to work feeling happy.  I even started to go to LongHorn with my family once every few weeks, introducing them to my new-found restaurant of choice.

Today, however, I walked in and was not greeted by the hostesses as usual.  The bar was busy and June was rushed.  She still greeted me with a smile, but no free Diet Coke today.  She got my order, packed to perfection, and still sent me on my way in 10 minutes or less.  I left feeling a little disappointed…not in June, but in the restaurant.  Something seemed amiss today, and I wanted to smack anyone who had caused sweet June to deliver less than awesome service.  I wondered if anyone knew that I came to LongHorn because of the service I received?  Because June gave me a free Diet Coke and made me feel valued for choosing them over another takeout option?  Because the hostesses always thanked me and opened the door for me, even when I just got a salad to go?

So, this post is for LongHorn and every other brand.  I count on you to reward good service.  I count on you to recognize that little things like a free Diet Coke make a huge difference in me feeling valued to you.  I count on you to notice that June builds personal relationships with those of us at the bar and makes us feel special, even though we just stop by for a takeout lunch.  I count on you to give her credit…heck, give June a raise.  At the end of the day, she coupled with the good food I never knew you had, are what keep me coming back.

Now, back to my salad…