LOYALTY VS ADVOCACY

The nature of consumer loyalty has changed: it’s no longer just about customers sticking to a brand out of habit or convenience, but rather about the power of advocacy and the influence of trust and emotional connections, says Liezel Jonkheid, founder and director of the Consumer Psychology Lab, a boutique customer experience consultancy.

“Loyalty and advocacy are two pillars of enduring success in customer-brand relationships. Yet, their nuances reveal a complex tapestry of behaviours and sentiments that heavily influence consumer decisions and perceptions,” she says.

Loyalty signifies a commitment that goes beyond mere transactions, showing steadfast support of a brand, the willingness to purchase repeatedly and expand engagement within the brand’s ecosystem. Citing the example of Apple customers who don’t only buy an iPhone but invest in iPads, MacBooks, Apple watches and AirTags, she says this kind of expansive loyalty fosters deep brand immersion and affinity.

The legendary rivalry between

Canon and Nikon, on the other hand, has also managed to successfully cultivate fiercely loyal communities, translating into repeat purchases.

Genuine loyalty, says Jonkheid, is evidenced by forgiveness in the face of shortcomings with this resilience emphasising the depth of emotional connection and trust that loyal customers have towards their chosen brands.

“Loyalty is not just about repeat purchases but also about building strong affinity and preference towards the brand, rooted in genuine experiences and emotional resonance. It’s a journey which starts long before purchase and which is influenced by word-of-mouth, reviews and shared experiences.”

True loyalty, she says, transcends convenience and is a conscious choice driven by satisfaction, trust and shared values. However, if a customer feels trapped in a transactional relationship with, for example, a bank or financial services provider, there is likely to be a lack of genuine loyalty, highlighting the importance of customer-centric practices and seamless experiences.

Jonkheid says that while loyalty fosters internal allegiance and repeat patronage, advocacy can be just as powerful, igniting a ripple effect of persuasion and influence, propelling brands beyond their existing customer base to forge new connections and amplifying influence.

“The power of referrals and the nuances of loyalty underscore the evolving dynamics of customer-brand relationships. As consumers navigate a vast array of choices, brands must prioritise trust, authenticity and emotional connections to foster both advocacy and loyalty.”

Loyalty is about building strong affinity towards the brand, rooted in genuine experiences and emotional resonance. It’ sa journey which starts long before purchase and which is influenced by word-of-mouth, reviews and shared experiences