Council Post: The Hidden Shift Change That Can Cost Businesses Loyalty

Scott Ford, president of California Builder Services, describes a gym experience that illustrates how loyalty can shift from the “app before the door” era. He signed up online and downloaded a gym app without meeting anyone, then visited just before 8 a.m. The only employee at the front desk noticed his barcode, smiled, asked if he was new, and offered a tour—an interaction he hadn’t expected because he hadn’t spoken to staff beforehand. Ford says the small moment changed the entire experience, reinforcing that modern customer journeys can still hinge on personal recognition.