Marketing Usabile: Loyalty 3.0 e lo spirito del soul

Leggo oggi un articolo sui programmi di fidelizzazione sul portale del marketing, con cui tra l'altro collaboro. Sull'argomento ho già avuto modo di esprimere la mia opinione proprio nello stesso sito.

Non sono contrario ai programmi di fidelizzazione, ma al loro abuso. Essendo il mio approccio quello del marketing usabile, mi sembra corretto ribaltare la domanda.

Siamo noi fedeli ai nostri clienti? Come possiamo chiedere fedeltà, quando noi non la dimostriamo?

La parola d'ordine è Respect, come la canzone di Aretha Franklin, ve la ricordate?

oo) What you want
(oo) Baby, I got
(oo) What you need
(oo) Do you know I got it?
(oo) All I'm askin'
(oo) Is for a little respect when you come home (just a little bit)
Hey baby (just a little bit) when you get home
(just a little bit) mister (just a little bit)
I ain't gonna do you wrong while you're gone
Ain't gonna do you wrong (oo) 'cause I don't wanna (oo)
All I'm askin' (oo)
Is for a little respect when you come home (just a little bit)
Baby (just a little bit) when you get home (just a little bit)
Yeah (just a little bit)
I'm about to give you all of my money
And all I'm askin' in return, honey
Is to give me my profits
When you get home (just a, just a, just a, just a)
Yeah baby (just a, just a, just a, just a)
When you get home (just a little bit)
Yeah (just a little bit)
------ instrumental break ------
Ooo, your kisses (oo)
Sweeter than honey (oo)
And guess what? (oo)
So is my money (oo)
All I want you to do (oo) for me
Is give it to me when you get home (re, re, re ,re)
Yeah baby (re, re, re ,re)
Whip it to me (respect, just a little bit)
When you get home, now (just a little bit)
R-E-S-P-E-C-T
Find out what it means to me
R-E-S-P-E-C-T
Take care, TCB
Oh (sock it to me, sock it to me,
sock it to me, sock it to me)
A little respect (sock it to me, sock it to me,
sock it to me, sock it to me)
Whoa, babe (just a little bit)
A little respect (just a little bit)
I get tired (just a little bit)
Keep on tryin' (just a little bit)
You're runnin' out of foolin' (just a little bit)
And I ain't lyin' (just a little bit)
(re, re, re, re) 'spect
When you come home (re, re, re ,re)
Or you might walk in (respect, just a little bit)
And find out I'm gone (just a little bit)
I got to have (just a little bit)
A little respect (just a little bit)

Ok, credo di avere reso l'idea vero? Vorrei proporvi ora un test per verificare se abbiamo rispetto dei nostri clienti. Prendete carta e penna e rispondete con un si o con un no.