Loyalty on the Line
By Kim Fox
3-minute read
I am a Carnival Cruise VIFP. For those not in the know, that’s “Very Important Fun Person.”
You could say they have me hooked. But for how long?
(Healthcare leaders counting on brand loyalty to see you through? You are the cruise line.)
Over at Carnival, I’ve earned platinum status (nearing Diamond). I’ve logged more than 187 days at sea on 43 cruises over three decades. I typically have three cruises planned at all times.
My routine? Be first on board and dump my bag in my room. Then it’s up to the lido deck to people watch under my floppy hat, frosty drink in hand. By 7:30 p.m., I’m participating in the karaoke situation with plans to head to the piano bar when it opens.
I’ve done every trivia contest, been to every show, lounged on every deck and sampled a score of Carnival Chocolate Melting Cakes. My best hack? I stay on board and enjoy the ship to myself when everyone disembarks at Nassau.
Where’s My Bacon?!
But with the incessant chipping away of perks, rewards and benefits I’ve enjoyed over the years, I wonder what it’ll take for me to bail on my favorite brand.
Okay, confession time. I’m loyal to several brands. Another I’ve stuck with is the Tennessee Titans, who started off hot in 1999 and ended last season with just three Ws. Still, I’ve locked in my PSL at the new stadium. And as mad as I am at Southwest Airlines, I continue to head straight to their website to book my flights.
But back to Carnival. I’m still there despite their nickel-and-diming that’s reaching Titanic proportions:
- No more chocolates on the pillow.
- No more cute little amenity case with a toothbrush, etc., on the sink.
- No more robe and slippers in the cabin (though you can ask for them).
- No more daily bacon at breakfast – just served on certain days.
- Moving from exotic travel destinations in favor of their “owned” islands – such as Celebration Key and Half-Moon Cay – where they upcharge for everything.
- Adios, free 24-hour room service – at least at my tier.
What’s really gotten us cruisers riled up are the big changes to its loyalty program that make a mockery out of loyalty. Sound familiar? Gotta LUV that.
This is happening everywhere – cruises, airlines, your favorite candy bar.
And healthcare? We all know that the healthcare experience can be frustrating. But how much can a system inflict on consumers until its brand breaks as well? Things consumers don’t like? How about charging for quick questions made on the portal and the elimination of get-to-know-you chat time with your doc at appointments?
Service and product providers know the balance of how far and how often they can chip away, charge and push us. As for public outcry? They’ll wait it out. And I’ll be back again.
Until I’m not.
What’s the tipping point for Carnival or Southwest or the Titans to lose me?
I truly don’t know. Check back with me this time next year. I’ll probably be excitedly awaiting a new Titans season with hope. I’ll have a couple of cruises booked with the intention of hopping on that Southwest flight to get there.
Man, am I a sucker?! But everyone has their threshold. Even me.
Avoiding a Big “Bon Voyage” to the Brand
So, with my consulting hat on, I’ll offer all brands some strategic advice. Some must-dos to keep your fans. (Healthcare providers, take note as well.)
- Reliability and transparency. Maintain consistent quality and open communication about your business practices, changes and challenges. This shows customers you value their relationship. Don’t pretend changes are a better deal when they aren’t.
- Hyper-personal connection. This is about the story you tell, which should evoke emotion and align with your customers’ aspirations. Using data to offer tailored recommendations and messaging makes people feel seen and understood. At the same time, creating spaces where customers can build community and connect with each other can instill a sense of belonging. For instance, Carnival has its brand ambassador, John Heald, who responds to customer complaints with humor and sassiness.
- Superior customer service. That looks like proactive support to stave off problems combined with swift, empathetic interactions in challenging situations. Both go a long way to showing a commitment to a customer’s well-being and fostering trust.
- Perceived value and unique experiences. Offering exclusive access to new products, events and content can make your customers feel highly appreciated.
- Investment in employees. It’s easy to spot companies that empower their employees to deliver excellent service. This inevitably results in a more positive customer experience. This is especially true for Carnival. The people are just so darn nice.
So my parting words for Carnival? It’s been a good ride. And I hope it continues. But be careful. When I’m done, I’m done.
This ship will have sailed.
Now, if you need me, I’ll be at my usual table in Cracker Barrel.
Contributors: Emme Nelson Baxter
Image Credit: Shannon Threadgill
