The Loyalty Advantage
How Awareness Fuels Long-Term Partnerships
Loyalty has always been a cornerstone for B:Side, especially when it comes to our relationships with banking partners. In an increasingly competitive environment, loyalty is not something we take for granted. It’s top of mind every day as we work to cultivate long-term, mutually beneficial relationships. Our partners have choices—plenty of them—but our goal is to make B:Side the obvious choice because of the value we provide and the loyalty we earn through trust, reliability, and awareness of their needs.
Loyalty in business isn’t automatic. It requires consistent effort, attention, and most importantly, awareness. Understanding what our partners want, anticipating their challenges, and proactively offering solutions—that’s how loyalty is built over time. And when it comes to companies that have truly mastered the art of building loyalty, Nordstrom stands out. A family-run retailer with a 120-year history, Nordstrom has built a global reputation for its exceptional customer service and the deep loyalty it fosters with both customers and employees. They set an example that we want to learn from and emulate at B:Side, especially when it comes to combining loyalty with a deep sense of awareness.
Learning from the Best: Nordstrom’s Approach to Loyalty
When we think about loyalty, we often focus on our own industry, but it’s important to recognize that loyalty transcends sectors. It’s a universal business principle. Other companies, particularly in retail and hospitality, have really cracked the nut when it comes to loyalty. Nordstrom, in particular, offers a masterclass in how to cultivate loyalty by combining relentless customer focus with internal practices that build loyalty from the inside out.
Nordstrom is not just another department store; it’s a company that has built a global reputation for its commitment to customer service. They’ve created a culture where employees are empowered to deliver extraordinary service, which in turn fosters customer loyalty that is almost unmatched in the industry.
The Nordstrom approach is about more than just greeting customers with a smile. It’s about building relationships based on deep awareness of what their customers need. Whether it’s remembering a client’s preferences, going out of their way to make a purchase seamless, or simply making the shopping experience enjoyable, Nordstrom employees are encouraged to connect with customers on a personal level. This is not a short-term strategy to increase sales; it’s a long-term play to create loyal customers for life.
Awareness: The Key to Unlocking Loyalty
Nordstrom’s success is rooted in a culture of awareness. They understand that you can’t cultivate loyalty without first being deeply attuned to the needs of your customers—and in our case, banking partners. Awareness isn’t just about asking questions and listening; it’s about anticipating needs and being ready with solutions before problems arise.
At B:Side, we’ve adopted a similar mindset. We know that to retain and grow our relationships with banking partners, we must stay ahead of the curve. Our partners are navigating a world of changing regulations, fluctuating economic conditions, and increasing pressure to perform. By staying aware of these challenges and offering proactive solutions, we position ourselves not just as a service provider but as a true partner. This level of awareness allows us to anticipate what our partners need even before they ask for it, building a deeper level of trust and loyalty over time.
Nordstrom didn’t become a leader in customer service by following the crowd; they did it by staying keenly aware of every customer’s needs and empowering their employees to take action. This level of attentiveness creates what feels like personalized service but is really just an outcome of their finely tuned awareness. As a result, their customers don’t just buy products—they buy into the experience, returning again and again.
Empowering Loyalty from the Inside Out
One of the most critical lessons from Nordstrom’s approach is how they empower their employees to build loyalty. Nordstrom gives its staff the tools, freedom, and authority to solve problems on the spot, which leads to a culture where both employees and customers feel valued. Employees aren’t just following rules—they’re making judgment calls, building relationships, and taking ownership of the customer experience. This sense of ownership translates into loyalty, not just from the customers but from the employees themselves.
At B:Side, we strive to create a similar environment. Our team is empowered to make decisions that are in the best interest of our clients and banking partners. We trust them to understand the needs of those we serve and to take the initiative when necessary. This empowerment helps foster loyalty internally because when employees feel trusted and valued, they are more invested in the long-term success of the company and its partners.
We understand that building loyalty within our team is just as important as building it with our partners. Employees who feel loyal to the organization will go the extra mile, just as Nordstrom employees do. They’ll take ownership of their relationships with clients, anticipate needs, and deliver beyond expectations because they feel like they are part of something meaningful.
Long-Term Relationships Over Short-Term Gains
Nordstrom’s philosophy is centered on long-term relationships. They don’t focus on making a sale—they focus on building a relationship that results in many sales over the years. They understand that customers who feel valued and understood will return, even if they don’t always buy something in the moment.
Similarly, at B:Side, we know that banking partners have options, and sometimes we may not be the immediate solution for their needs. But by focusing on the long-term relationship, we position ourselves as the partner they think of when the next opportunity arises. Loyalty is not built on short-term wins—it’s earned over time by showing up consistently, delivering value, and demonstrating that we are in it for the long haul.
Conclusion: The Path Forward for B:Side
At B:Side, loyalty among our banking partners is crucial to our continued success. In a competitive environment, we know that awareness is the key to standing out and building the kind of loyalty that lasts. We’ve learned from companies like Nordstrom that loyalty is earned through trust, empowerment, and a relentless focus on long-term relationships.
By staying aware of our partners’ needs and empowering our team to deliver on those needs, we create a foundation of loyalty that will serve us well for years to come. Just like Nordstrom has built a legacy of service, we aim to build a legacy of partnership—one that’s grounded in mutual trust, awareness, and loyalty.