How Delta earns customer loyalty in a competitive landscape

🤔 Pop Quiz: What’s Delta Airlines’ #1 priority? (It’s probably not what you think…)

Here are some popular incorrect guesses:

→ Profitability
→ Customer service
→ Pleasing shareholders
→ Beating the competition
→ Keeping flights on time

The #1 priority of Delta is ensuring every plane takes off and lands safely.

Yet when you talk about Delta, you don’t say, “You know what I love? Every Delta flight I’ve been on has taken off and landed safely!”

When you’re in the airline business, ensuring safe flights is table-stakes.

But I’m not loyal to Delta because they’re good at landing planes. It’s everything that happens after my minimum expectations are met:

🙋‍♀️ It’s the personalized greeting I get when I enter Sky Club.

👩‍✈️ It’s the special pin a pilot offers a child on their first flight.

💌 It’s the hand-written thank you note I got from a flight attendant a few months ago.

The financial planning industry is rife with planners who rely on table stakes to set themselves apart.

“I can manage your money better than anyone else.”

But it’s the EXTRA stuff—beyond the table stakes—that makes Delta win.

🚨 If you want to win and retain clients in the financial advising world, you can’t compete on table stakes.

Every client assumes an advisor can competently manage their money.

If you want your clients to trust you, to be loyal to you, or to refer you more business, you have to give them more…

You have to make them feel like you deeply understand them, their goals, their dreams, their beliefs, and their values.

Historically this has required a lot of time, effort, and energy. (That’s why most advisors dedicate most of their time and attention to their high-net-worth clients.)

I’ve spent the last 8 years developing the COREnology process to give clients the experience of feeling deeply understood and known—while making as easy as clicking a button for advisors.

Loyalty doesn’t exist when you’re competing over table stakes.

If you want to experience COREnology for yourself, click here and we’ll send you a report.