Turning customers into fans is a strategy that allows companies to retain consumers and turn them into brand advocates. Loyalty programs, which used to be specific marketing plans, have evolved into highly competitive business models. Currently, 80% of consumers participate in these programs, and 53% of them are in at least three, according to data released by Abemf.
Today, the public finds loyalty options in various sectors, such as gamification, in addition to the traditional accumulation of points on credit cards. The Brazilian market, in particular, stands out for its creativity in solutions and strong competitiveness.
An example of this is airline miles. In the first quarter of this year, the issuance of points and miles grew by 11% compared to the same period in 2023, with 193 million points redeemed, 80% for airplane tickets. In 2023, 15% of airline passengers traveled through these programs. In addition, 64% of companies investing in loyalty programs adopt hybrid models, combining point accumulation with experiential rewards, strengthening the emotional connection between brands and customers.
According to Alexandre Slivnik, an expert in service excellence and vice president of the Brazilian Association of Training and Development (ABTD), the lessons learned at Harvard and behind the scenes at Disney can be adapted to the Brazilian market, showing how companies should create experiences that enchant and foster customer loyalty. “By combining Harvard’s strategic approach with Disney’s culture of enchantment, we can create a practical and very effective methodology for the business scenario,” he explains.
This is the vision that helps transform the customer experience into a competitive advantage. “The key to turning customers into fans lies in creating experiences that go beyond simply delivering a product or service. It’s about generating positive emotions in every interaction,” she concludes.
Lessons that Harvard and Disney teach
Harvard teaches that, to delight customers, the first step is to have a clear purpose. Companies with a well-defined mission can engage both their employees and customers. This purpose serves as a guide for all actions and decisions, creating an emotional connection that goes beyond the commercial transaction. At Disney, for example, every employee understands that their work is part of a larger goal: creating unforgettable moments for visitors. This same principle can be applied in Brazilian companies, regardless of the industry.
Another fundamental aspect is the creation of a well-structured organizational culture. “Harvard and Disney emphasize that a company can only delight its customers if it also delights its employees. The internal culture needs to value the well-being, personal development, and professional growth of the employees,” she notes. When this happens, employees become brand ambassadors, reflecting this satisfaction in customer service. A well-trained and motivated team provides a high-level experience, ensuring that each interaction is an opportunity for delight.
Leadership also plays a crucial role in this process. Harvard explores how effective leaders can inspire their teams to act according to the company’s values, while Disney demonstrates, in practice, how leaders shape employee behavior to ensure constant customer delight. A leadership that not only sets an example but also promotes the company’s vision and values is capable of turning service into a competitive advantage. ‘Inspiring leaders ensure that a commitment to excellence is present at all levels of the organization,’ emphasizes the expert.
Finally, the concept of enchantment is central both at Disney and in Harvard’s lessons. It is not enough to simply satisfy the customer – it is necessary to go beyond and create memorable experiences. Every customer touchpoint should be seen as an opportunity to surprise and exceed expectations. Enchantment is what turns a simple interaction into an unforgettable moment, capable of generating a strong emotional connection with the brand. Companies that stand out in this aspect can create an army of loyal advocates who promote the brand spontaneously.
These four pillars and other lessons to implement strategies in the day-to-day of companies can be found in the book ‘The Power of Attitude,’ revised and expanded, which is available for sale at this link.
