![]() “ Think of loyalty more as an open marriage, very few people are exclusively loyal to one brand.”, Sarah Carter and Les Binet advise in their ‘How not to plan: 66 ways to screw it up’ book. Loyalty for almost every company can be compared to and predicted by its penetration levels. You shouldn’t sweat over customer infidelity as it’s nothing more than an overdramatised expression of infrequent purchase. It was a factitious fact that perfectly fitted the imperfect discipline of marketing and generated the necessary criticism for its maturity.ĭecades of tension elevated probability as the predominant branch of maths to explain brand loyalty. The axiom at the time was that simply by retaining 5% more of your clientele, you could boost your profits by around 95%. Reminiscent of the big-ticket concept of ‘service’ from the 80s and 90s its popularity jumped up by the best-selling books of Tom Peters' ‘In Search of Excellence’ and Jan Carlzon's ‘Moments of Truth’ that carried the momentum for years. Many business schools at the time were giving courses on what brand loyalty is and how to build it. “It’s equal” Michael responded, which was widely considered the wrong answer back in 2005. “Is it cheaper to sign a new customer or to keep an existing customer?”, the freshly enrolled Business School enthusiast (and office beau) Ryan asked Michael Scott in the fourth episode of the second US Office series.
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