2015 December News

Loyalty is a natural result for MW Cleaners

Sc160106ngPhoto by Nicholas A. Tonelli, Nicholas_T on Flickr

At MW Cleaners, founder Mike Nesbit works tirelessly to break new ground in customer convenience. “The Main Thing” is to delight customers with exceptional service, anticipating their needs.

MW Cleaners has grown to be the largest dry cleaning chain by tracking customers and operations with a robust information system. As customers and competitors evolve, Nesbit and his team are the first to detect new patterns. “When specialty cleaners began driving down the price for cleaning shirts, we held fast to our role in customers’ lives. We made sure the value was in being loyal to MW Cleaners,” says Nesbit.

Customers discover a wide variety of rewards, among which they can pick and choose, changing it up as their life changes. Maybe free home delivery is a big incentive for a young professional couple until the children arrive, and then they begin anticipating the monthly discounts on big-ticket cleaning for items like bed linens. Actually, Nesbit’s delight is to surprise regular customers with rewards printed on their receipt, allocated by MW Cleaner’s customer tracking system. He also innovates rewards like the “Shirt off our back” program where 20 cleanings of the same shirt results in a $50 coupon to get a new shirt at the parent company, The Men’s Wearhouse.

Loyalty is not a scheme at MW Cleaners. Customer loyalty is how they measure their success. Their goal is to find more and better ways to make their customers’ lives easier. When guiding his team, Nesbit reminds them to focus on the customer: “The main thing is to keep the main thing the main thing!”


Business-to-business loyalty is support

Ch160106frPhoto by "ThinkActLove" on Flickr

 Building loyalty within the B2B category can be very challenging, especially if price negotiation has taken place. Suppliers may feel they've already invested in a customer.  Unfortunately, the B2B customer may not feel the same way. After the sale, the best way to support a B2B customer is to help them succeed. For instance Jim Griffing, founder of Griffing & Company accounting, always helps his clients understand if their expenses are in line with the industry. IBM helps its customers with original marketing research on their customers, and American Express helps its small business customers with advertising.


The Essence of a Fine Relationship

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Photo by BrianPotterVideo on Flickr

Loyalty means honoring what the other one wants—not necessarily giving it, but respecting it.

Quinn Norton has written an amazing article where she makes explicit what many of us take for granted. I encourage to read the whole article, but here are the most universal points... 

Medium's The Message: How to be Polite... for Geeks, 2014-Aug-25 by Quinn Norton:

  • Whether a relationship lasts as long as an elevator conversation or a 46-year-long marriage, it has no winners or losers, only participants.
  • Trying to get an upper hand destroys the essence of any relationship, which is communication. It dehumanizes the other person, and becomes a grab for resources.
  • Many people enter into conversations to get what they want, which is fine, but in contemporary life that’s usually achieved by cooperation rather than competition.
  • Being polite, being flexible and willing to change your tone or even your mind creates the possibility of change and cooperation over time.

We’ve all been somebody we’d rather not have been, and we’re all hoping to look back from the future and think we’ve learned a lot since what we think right now. We should give that to each other, over time, space, and even Twitter.