Because, by definition, services have some characteristics that make them especially susceptible to loyalty campaigns.
So let's get straight to the point.
What differentiates a product from a service?
There are particular characteristics of the services that are relevant when talking about loyalty:
The service is produced at the same time as it bulk sms turkey consumed.
The perception of service quality is closely linked to treatment.
Almost all services can be offered on a recurring basis.
The service is produced at the same time as it is consumed.
This is the main difference between services and products.
While the latter can be produced, stored and sold when the occasion arises, the former cannot, because they are tailor-made and are enjoyed as they are consumed.
I don't care if you think of a taxi ride, a business consultancy or any other service. It is always like this.
In terms of customer loyalty, it is especially relevant. With a portfolio of loyal customers, you can predict with some precision the flow of customers you will receive and make sure you don't have peak areas where you have to dismiss customers or off-peak areas where you sit on your hands.
This, which in theory may seem a bit abstract, I see clearly every time I take my car to the garage.
My mechanic, Antonio, is always busy. Without exception.
At first, I wondered if he had so many customers that he had to say no to some of them every now and then or if it just so happens that when I went there he was up to his neck.
Now that I've been going there for years and we're friends, I understand it perfectly:
When I go with an urgent breakdown, he moves Rome with Santiago to get the car and get to it as soon as possible.
When I go with something that's not urgent, he finds me a space in a low-lying area.
He doesn't worry that postponing the repair means I'll have to go see someone else because he knows I'm delighted with him and I'm absolutely loyal.
