What makes me come back for more?

Repeat visits to your regular salon, restaurant and telco tells you that they are doing something right. You are loyal to them. You are part of their tribe, so they think. Are you?

Lets take the scissors test.

A) Hair Salon A cuts your hair without busting a hole in your pocket. It is your regular.

B) Hair Salon B serves you tea and then cuts your hair, and charges you a little extra. You tried them once, and had nothing to rave. You did not return since.

C) Hair Salon C remembers their customers' name and takes a picture of them when they are done, so that they remember their hair color and style. They charge a premium for it. Their customers swear by the entire experience. C encourages customers to blog, tweet and talk about their new hairdo and experience. You heard about it from their regulars, but have never tried their service before.

Hair Salon C ensures that their customers are deeply engaged to the brand experience first. Brand engagement is hard to quantify, especially with emotional engagement, but it is entirely possible. There are metrics which measure the degree of customer-brand engagement. In the qualitative department, visual metaphorical interview techniques are powerful tools that probe into the subconscious mind.

Unfortunately, many service providers are deeply concerned more about getting new customers, and not worry too much about their current tribe. When is the last time you were pleasantly surprised by your own favourites? In the coming months, IDA Singapore will remove the contractual lock-ins from telcos. Consumers are going to be faced with 'What makes me come back for more?'. What will be your answer?

Please leave your comments, if any. Thank you Enrico for your editorial inputs.