Tuesday, September 4, 2012

The Dichotomy of Consistency

Consistency of quality and service is a requirement.  Consistency of reward is a detriment.  If you reward everyone with the same thing for every purchase, it isn't a reward, it is a part of your offering.  We've come to expect a fortune cookie after a Chinese meal and get upset if the server forgets to give us one.

If slot machines in Vegas always gave out the same jackpot at a consistent interval, the game of winning the jackpot would become the task of earning the jackpot.  All in all, it would be far less interesting and fewer people would have the patience to play.

How do you reward your customers?