Build loyalty by making life safer, easier and better for your customers, employees and other relationships.
James Kane says loyalty is all in your head.
He addresses the concept of loyalty from a neuroscientific approach. It is actually the brain, and the evolution of our brain, that affects how people become loyal. Being aware and knowledgeable about how loyalty develops can help you create more meaningful and lasting relationships with your employees, clients, customers and others.
Kane provided insights and actionable tips on building trust and loyalty at the Accelerent/Benefit Commerce Group Breakfast Event on Thursday, September 26th.
- He is an acclaimed behavioral scientist, consultant and world’s foremost expert on what makes someone truly loyal.
- He has combined the latest research in neurology, anthropology and behavioral psychology with 100,000 years of human evolution to create an understanding of loyalty.
Benefit Commerce Group is proud to be the Title Sponsor of the Phoenix division of Accelerent. Accelerent is a business development organization that works to bring companies together to build strategic business relationships.
As Title Sponsor, Benefit Commerce Group promotes Accelerent within the local business community, assists in identifying and recruiting other partners and facilitates introductions to business leaders.
In opening remarks at the event, BCG’s Managing Partner & Principal, Scott Wood, commented on the capacity crowds that have been the norm during the past year of Phoenix Accelerent Breakfast events. All five of the events for the past season have generated enormous interest and consistent praise for the quality of the speakers and the inspiring content of their presentations. He said he expects this to continue and grow even more significant as Accelerent, too, continues to grow.
During James Kane’s presentation, he shared many core truths that can be applied to our professional and personal lives.
Our brains make efficient use of their resources
Because the brain uses a lot of resources, it has developed “short cuts” to become more efficient. The brain uses over 20% of the calories you consume in a day and over 20% of the oxygen you consume.
- To be efficient, your brain places your relationships on a spectrum from Hostility and Hate, to Loyalty and Love based on the feedback it receives.
- For example: If you satisfy your customer’s needs, you are typically in the “Preferred” point in the spectrum. They like you, and they know that you do good things for them, but if you are not on the Loyalty end of the spectrum, when something small changes—your prices increase, you don’t deliver in one instance—that can trigger them to make a change away from you.
- With loyalty, your customers are less likely to move away from you when changes occur.
How your brain decides about sharing information
Humans are unique in that we are incredibly social with strangers and we share information. It is how we have become dominant on the planet
- Only ants, bees and termites are as social as humans. However, those species do not share information with strangers.
- This aspect of humans means that our brains needed to develop a mechanism to judge people to determine if they are worthy of being in our social “circle”.
- To do this, the brain judges others on three basic principles:
- Do you make my life safer (survival)?
- Do you make my life easier (optimization)?
- Do you make my life better (flourishing)?
Who do you trust?
To address these principles, the brain needs to determine who it can trust. It does this by judging character, competency, consistency, and capacity. However, everyone has a different determination of those things.
- The brain has to make decisions, which it is often reluctant to do because that consumes more resources from your body (think of the last time you were at a restaurant and had to ask the waiter what you should eat, rather than making that decision yourself).
- So, the brain uses belonging and community to help make those decisions.
- If you can create a sense of belonging with your customers, become aware of what they need to be safe, easy, and better, and create a sense of identity with them so they feel a sense of inclusion, you can increase their trust.
And, that trust leads to loyalty—an incredibly important and distinctly human concept.
For more information on James Kane and his insights, go to: http://www.jameskane.com/
The next Accelerent/Benefit Commerce Group Breakfast Event will be in November and will feature: RUDY. The legendary football player is one of a handful of people who is recognized just by his first name. The 1993 movie, Rudy, was inspired by Rudy Ruettiger’s early achievements at Notre Dame.
NOTE: Accelerent events are held on an invitation-only basis.