The English version of “silence is golden” first appeared in an 1831 poem by Thomas Carlyle. Forty years later, Edward Lear echoed the idea, like so many other poets, including Edgar Allan Poe, Wallace Stevens, Ezra Pound, Sylvia Plath, and T.S. Eliot. When it comes to expressing the value of silence, poetry seems to be the medium of choice.
That’s a notion that resonates with me. Because loyalty, a particular professional interest of mine, is often described as a “silent transaction.” Loyal customers don’t always proclaim their devotion through feedback forms or social media posts. More often, they express it quietly – and more profitably – through emotional engagement that results in actual purchasing behavior. And self-satisfaction. But quietly.
Yet for far too long, marketers have clung to the clichéd idea of brash, “transactional loyalty,” assuming enough discounts, perks, or incentives would keep customers sticking around. Sure, those things are easier to measure. And are clearly more brazen. But they offer only a superficial view of loyalty, ignoring the emotional and psychological dimensions that are far more durable, far more enduring, and, ultimately, far more valuable. The parts that usually go unspoken. Which is what makes them, you know, silent.
And because loyalty is critical for brand success, it’s equally critical marketers understand its value. The loyalty gold, as it were. So, I’m going to try to articulate some of that here. And since it worked for so many others, I’m going to go the poetry route. (No, not another “Casey at the Bat” pastiche. And, no, I do not have too much time on my hands!)
Nothing as ambitious as Eliot, Pound, or Poe, of course. But Edward Lear? He seemed within reach. In this instance, an anthology (I believe that’s the collective noun) of limericks. Each, I hope, capturing a different aspect of the complex and evolving nature of customer loyalty today.
And, no, nothing that starts with, “A consumer who shopped in Nantucket. . .”
Something more like this:
In a world where the choices are vast,
And attention spans don’t seem to last,
Here’s some facts to be told
That will guarantee gold.
‘Cause loyalty’s profit is fast!
Loyalty’s Silent Embrace
There’s loyalty, silent and sweet,
In the hearts of consumers you meet.
No discounts or sales,
Just trust that prevails,
Their devotion’s a quiet retreat.
Transactional Loyalty’s Flaw
A discount might seem like a draw,
But loyalty’s deeper, in awe.
It’s not just about price,
But values that slice,
Through emotions, not perks with a law.
Emotions and Loyalty
Customer loyalty is really tied,
To emotions that one cannot hide.
It’s more than a sale,
It’s a bond that won’t fail,
With feelings that soar like the tide.
The Bond with the Brand
It’s not just about what’s on sale,
But a bond that will never turn pale.
Through every brand touch,
Loyalty is so much,
It’s emotion that never derails.
Meeting Expectations Right
If brands don’t align with the norm,
Their loyalty metrics will storm.
Consumers expect,
Trust that they’ll protect,
With transparency keeping them warm.
Building Loyalty in the Digital Age
In the digital world, it’s no feat,
To connect through the screens we all greet.
Data helps brands to thrive,
And keep loyalty alive,
In a space that’s both endless and sweet.
The Power of Silence
Loyalty’s often a soundless refrain,
But it builds and it grows all the same.
With no shout or no cheer,
It’s all still crystal clear,
That silence is golden – our aim!
The Bottom Line
A brand with a loyalty throng,
Finds profits will grow all year long.
Keep your customers true,
And they’ll keep coming through,
And the bottom line will stay full and strong!
Photo by Larry George II on Unsplash
