Is 'customer loyalty' the best way to gain loyal customers?
Loyal customers are key to building sales. But is a 'loyalty programme' the way to create loyalty?
Nigel Roth-Witty
Think about this term 'customer loyalty'. Does it really ring true? I find myself asking 'who should be loyal to whom?' Are we in business to make customers loyal to our products and services, or do we put the emphasis in the wrong place? Also, what does a customer loyalty scheme ask of the customer and what does it ask of the company offering the scheme?
THE CONSUMER VIEW
Loyalty...