Customer relationships: Why simply the best isn't always right

This article indicates that good performance alone is not enough to ensure brand loyalty, according to the findings of a survey of 40,000 customers across 20 countries.

Customer relationships: Why simply the best isn't always right

Stefan Schmelcher, Susanne O'Gorman and Charlotte Nau

Good performance alone cannot crack the complex code that governs the strength of your customer relationships and the sustainability of your business. As competition intensifies, it is essential to get smarter about the experiences that matter, and deliver return on the bottom line.

The landscape of customer relationships is undergoing a fundamental shift. Today's consumers have more information than ever at their disposal, and more choice when it comes to acting on it. Customers are increasingly challenging and expensive to retain, and even more...

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