The Boomerang Effect

Unravelling the riddle of the Boomerang Effect, one must peek beyond its clear exterior.

Imagine a game of catch - the loyal consumers are the throwers, and their preferred brands are the boomerangs. They believe, in their steadfast allegiance to a brand, they've reached a loftier standard of expectations. They've wagered their trust, their resources, their loyalty, and in return, they anticipate superior service, an empathetic understanding of their needs and prompt, personal resolution when problems appear.

In fact, when the consumer throws the boomerang, they expect it to return with sugar on top!

But, does this expectation reliably align with the real world? Regrettably, the answer frequently wavers between a yes and no. The inability of brands to meet these elevated expectations doesn't merely lead to dissatisfaction; it also threatens to send the boomerang off its anticipated return path. Members want more than simple recognition of their loyalty; they yearn for the acknowledgement of their value, their significance to the brand.

Ignoring this crucial fact is to misinterpret the essence of the Boomerang Effect. Those brands that navigate this effect successfully are the ones understanding the principle of give-and-take, acknowledging that loyalty is a mutual journey. Yet, brands often overlook this, letting the boomerang drift off course, and thus run the risk of losing the thrower in the process.

Before embarking on making bold claims about any loyalty or recognition program, brands must ensure that they don’t make promises they can’t keep and break the trust they seek from consumers.

trust:

‘the confidence that someone or something will deliver on a promise or behave as expected’