Understanding Loyalty

Not Just Sticking Around

Being a loyal customer is a choice. It’s something we can take away at any time. That’s why it’s powerful.

If your electricity company locks you into a 5-year contract with strict penalties for breaking out of it and going to a new supplier, you will probably stick with them but you wouldn’t describe yourself as a loyal customer. You’re not proud to be with them and you’re not actively choosing them over the competition.

Compare that with the bookstore that you go out of your way to visit because the staff are always so welcoming and give you personalised book recommendations. That kind of choice demonstrates true loyalty, and that should be what we strive for in our music studios.

It’s about more than just continuing to pay us. 

We want students and parents who actively choose to be a part of our studios. Consistently using your superpowers for good is the only way to achieve that.

Loyalty is Not Obligation

People often confuse loyalty with obligation. When a parent quits their studio after they allowed them multiple graces (paying late, extra assignment help, makeup lessons), they ask “Where is their loyalty?”

That’s not loyalty; that’s emotional debt (and maybe a little sense of karma) and it has no place in business. You want people to be there because they appreciate you and your unique superpower. 

That’s why we invest in every stage of the solid-gold marketing funnel, and, if we’re lucky, get some of our customers all the way through to the final stage: ‘True Fandom’.