Depending on the blind loyalty as a universal goal will put you out of business, the authors warn. Any initiative loyalty should start with understanding the profitability of individual customers. Their study showed more than 50 commonly-held view of customer loyalty, which was simplification, exaggeration, or simply false. It is hard truth is that the relationship between customer loyalty and profitability are much more complex than we are led to believe. The authors give the ten key misunderstandings about this phenomenon is widely coveted and make recommendations for companies to counter each.
This article Rotman Magazine. "Hide
by Timothy L. Keiningham, Terry G. Vavra, Lerzan Aksoy, Henri Wallard Source: Rotman School of Management, 5 pages. Publication Date: September 01, 2006. Prod. #: ROT031-PDF-ENG
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