Once Upon a Time in Disney Brand Loyalty (prologue)
Brands were used to mark cattle to ensure there would never be any doubt about ownership.
Today, Companies strive to convert customers into loyal followers.
Loyal customer offers three key benefits versus non-loyal customers.
They cost less to keep, over time they spend more as their income increases, and they advocate for you.
Disney Theme Parks’ number one business metric is repeat visitation.
A one percent change in either direction means tremendous financial gains, or losses.
Now imagine a several point gain or loss.
Loyal customers definitely recommend and definitely return.
Definitely is the key differentiator; not probably, or most likely, but definitely.