Transforming customers into fans is a strategy that allows companies to retain consumers and turn them into brand promoters. Loyalty programs, that used to be specific marketing plans, 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, how gamification, beyond 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% allocated to plane tickets. In 2023, 15% of airline passengers traveled through these programs. Furthermore, 64% of companies that invest in loyalty programs adopt hybrid models, that combine the accumulation of points with experiential rewards, strengthening the emotional connection between brands and customers
According toAlexandre Slivnik, service excellence specialist 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 delight and retain their customers. "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, explain
This is the vision that helps to transform the customer experience into a competitive advantage. The key to turning customers into fans lies in creating experiences that go beyond the simple delivery of a product or service. It is about generating positive emotions in every interaction, complete
Lessons that Harvard and Disney teach
Harvard teaches that, to enchant customers, the first step is to have a clear purpose. Companies with a well-defined mission can engage both their employees and their 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, each collaborator understands that their work is part of a larger goal: to create unforgettable moments for visitors. This same principle can be applied in Brazilian companies, whatever the sector of activity
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 well-being, the personal development and professional growth of employees, punctuate. When this happens, the collaborators 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 key role in this process. Harvard explores how effective leaders can inspire their teams to act in accordance with the company's values, while Disney shows, in practice, how leaders shape employee behavior to ensure that customer delight is constant. A leadership that not only sets an example, but also promotes the vision and values of the company, is able to turn service into a competitive advantage. "Inspiring leaders ensure that the commitment to excellence is present at all levels of the organization", highlights the specialist
Finally, the concept of enchantment is central both in Disney and in the lessons from Harvard. It is not enough to just 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. The enchantment is what transforms a simple interaction into an unforgettable moment, capable of generating a strong emotional connection with the brand. Companies that stand out in this aspect manage to create an army of loyal advocates, that promote the brand spontaneously
These four pillars and other lessons for implementing strategies in the daily operations of companies can be found in the book "The Power of Attitude", revised and expanded, what isfor sale at this link.
