Alain,

So right on! Rather than comment directly, here's my take from the lead of a piece I posted yesterday on my blog:

"My client recommendations flow out of a basic philosophy: Keep it fresh, simple, budget-friendly and designed to make everyone--customers, clients, strategic partners, and employees--as happy as possible. At the end of the day, our value to the customer and client and to ourselves is not measured at the bottom line or in ROI. It is measured based on what I call The Happiness Quotient™: The experience that we create for the people our business touches."

I've often wondered if there are brands that sell themselves as something you'll want again and again just to move product. Like Nair, it's a hair depilatory (removal) cream for women's legs. It seem that a new crop of young girls are just old enough to buy it, try it and hate it. They move on to the razor... but young curious girls will continue to try it.
"Who wear's short shorts?"

You'd be surprised how many women would go home with the guy again hoping he'll remember this time. There's a lot of self-esteem issues out there.

Alan, you are right on the mark! I recently moved into a new house, and the other day the AC simply stopped working. Yikes! When I called the company's number I spoke to a representative that asked me some very helpful questions that quickly led me to the problem: the breaker had opened the circuit (we have power fluctuations here). I flipped the breaker and was back in business. But here's where the story gets weird. About three hours later, the rep called me back to inquire if things were still working fine! WOW! Yeah, I know, they were probably fishing for a service call, but still, it makes their service stand out. Isn't it too bad this isn't "normal" behavior for vendors?

Good points all, however I think one of the key determinations is whether the relationship is transactional or for lack of better word "consultative."

Many transactional relationships, like going to Togo's to buy a sandwich, my expectation is a clean environment, a consistently quality sandwich and friendly service. If these things are good, my expectations are met and the brand has fulfilled it's promise. And I really don't expect any follow up from that transaction.

In a deeper, consultative relationship, like purchasing a car, I expect much more (and am paying much more) so there's a higher expectation.

It's too bad that many companies with "transactional" relationships tout "customer loyalty" and "relationships" without first delivering on their core value prop of their "brand", whether that's lower cost, better quality, better selection etc.. Then they complain about the death of customer loyalty.

Even transactional companies, however, can build a relationship with me. Togo's can get my email address, ship me coupons, send me survey's, etc, and start recognizing me as a person instead of transaction. That's where the real "gold" lies...

Your "one night stand" theory works if you're selling a high-value product (car, house, TV). But do I really want a close relationship with the company that sells me my depilatory, nylons, shampoo, pens, chocolate bar, etc?

In fact I think I might get overwhelmed or at the very least annoyed by all of those companies calling/emailing/mailing to "maintain their relationship" with me.

Sometimes one night stands are consented to mutually. Yes, be a responsible brand, even better if you're responsive. But no one likes a needy brand.

"No one likes a needy brand." Aimee: that's a great quote.

And Paul: Interesting comments. I was with you right up until the last paragraph....when you suggest that transactional companies can build relationships to tap the real gold. But can they?

Seriously -- I wonder if they can...I'm not being flippant! I've never experienced it, and further I'm not so sure I *want* Togos to have a relationship with me. But then again, I might be open to it if it was done right. Do you know any who've succeeded?

paul, what if your togo's sandwich come with a smile and someone say" hallo, mr barsch, how's life today?".
i think that this is relationship building for a transactional companies more than an email.

Hi all,

Thanks all for your thinking (love the "no one likes a needy brand").

The main point I'm trying to make (perhaps clumsily) is that lately I hear so many people - and agencies - say they want to make consumers "love" the brand, yet when push comes to shove aren't really prepared to go all the way to achieve this.

Imho there is absolutely nothing wrong with being a transactional company, yet it merits being clear about it rather than pretend you can actually make people "care".

While I don't know Togo's from what I can see on their website, they actually get this right ("we make fresh, generously proportioned, made-to-order sandwiches" and that's it).

Having said that, as a person I still appreciate if the waiter actually remembers my name and preferences (but perhaps that just me being European ;-)

As for examples, I'd say they are actually plentiful if you look around. Banks are starting to get it right (I'm actually positively passionate about mine), Sofitel manages to delight me every time I stay there (and being "delighted" is always fun), I hear from friends Nespresso gets is right. In food Delhaize (our version of Food Lion) is positively loved by its customers and discounter Colruyt (apparently being courted by WallMart) does the same, both using massive CRM systems in the background.

Also, in luxury, many brands in the LVMH group make a good effort (you'd be surprised about the machine that kicks in motion if you simply buy a Louis Vuitton keyring) and Z.Bigatti cosmetics scores totally off the chart when it comes to "being loved", ...

Neither of them act needy by "attacking" their customers with intrusive marketing methods, call centres, etc. In stead, they blend relevant communication with patience to make you say "tell me more", even after your first purchase. And isn't that what seduction is all about ?

I'm not saying that as a brand you "should" strive to be loved, yet if as a brand manager you take the word "love" into your mouth, you should mean it. If you don't, then don't even try and yourself save the budget.

So far my two cents of thinking :-)

BTW Happy New Year to you all !

This echos my sentiments about politics. I'm a student in based in Cheltenham, a town in the UK. In the months leading up to local elections we are bombarded with representatives and junk mail from various political parties looking to understand the issues that are impotrant to us. Then we wont hear from them again for another four years. There's little attempt to communicate with us except in the 3 months leading up to an election when all parties are attempting the same thing.

Just to close the loop, there are plenty of "transactional" companies that build relationships with their customers. Think banks (financial advisers, wealth managers), airlines (loyalty programs), healthcare (getting to know your doctor) etc...

And for sure, building a relationship is much more than interacting with me via email or digital relationship. My local Togo's owner knows my name and greets me with a smile every week I visit!

If you take the word "love" into your mouth, you should mean it.

Sheer poetry. May I borrow it?

If I’m a brand, especially a retail brand, I would much rather be the ‘truly exceptional lover.’ It’s the consistently great experience that builds loyalty, not necessarily the follow-up.