“Loyal customers are a different breed. They don’t just come back, they don’t simply recommend you, they insist that their friends do business with you.”
Think of three companies that you do business with and love enough to insist that your friends use as well. What is it about them that you love so much? Why are you willing to risk YOUR reputation with your friends and family recommending a product or service you don’t have any influence or control over? What is it that makes the transactional business relationship emotionally engaging for you?
That is what it takes for me to insist that someone else do business with a company that I choose to patronize. For me to make this recommendation I need to have built a deep emotional attachment to something that the organization has done for me that has been worth more than the money I’ve spent with them in the past and will likely spend in the future. There aren’t many companies that have created this emotional connection, and maintain it over time. What do they do differently?