Every touch point with a candidate and a client either strengthens bonds of loyalty to your company or breeds a fan for the competition.

Every touch point communicates a clear message about your company’s brand, values, and reputation.

A pattern I have noticed when working with organizations is that if there are gaps and pain points in their candidate experience touch points, those same breakdowns are usually also mirrored and found in their systems and processes with their client experience touch points. These aren’t isolated issues in a locked room somewhere. They’re part of a larger, interconnected ecosystem that shapes approaches, interactions, solutions, and revenue ceilings.

Slow communication. Unclear ownership. Fragmented hand-offs. Inconsistent follow-through. Reactive firefighting.

These patterns and opportunities to strengthen loyalty show up everywhere. With every company, in every industry, in every language.

My favorite sushi restaurant has delicious sushi and exceptional customer service. Because it is so popular, sometimes it is very busy, and naturally, there are delays in getting your food.  And yet, I recommend it every time. Why? Because they have my loyalty. Whenever I go, I’m treated with enthusiasm, big smiles, and genuine kindness. Everyone knows my name and welcomes me and my family eagerly.

People remember how they feel with your people and your company. That’s how loyalty begins. It’s emotional. And then its operationally strengthened with the consistent delivery of exceptional, mouthwatering, all you can eat, sushi or whatever service you provide.