Every time I’m thanked for my “loyalty” in a presumptive manner, it reduces my respect for the company issuing this hollow phrase. It has the same impact as the surly employee saying “my pleasure’ in a tone that conveys “I don’t really give a damn, but someone is making me say that.”

Customer loyalty is another name for the likelihood that a customer will be a repeat, or “sticky” customer – a “loyal” customer. Once a term used by companies for internal conversations, it is now used as in “loyalty programs”, implying some emotional connection between customer and company.

American Express Membership Rewards® is an example of a program that gives something in exchange for business and describes it is more straightforward language. The more you use your card, the more points you get and the more “stuff” you can get with the points. Simple, clear value and no false notion that I’m “loyal” to AMEX – I’m loyal to my own interests, period. I am a repeat user of my AMEX card that gives me reward points and makes it easy to use them.

You don’t need to copy AMEX – try these things instead

1. Deliver value

2. Be polite

3. Describe what you do from the point of view of your customers.

Simple, you say? Yes, it is also rare. You can leave competitors in your dust by doing these three simple things.

Discover Your Inner Meta-Leader

Download your free Meta-Leadership self-assessment


You have Successfully Subscribed!