Make people feel good and they will feel good about your brand
Carole Lowe,
Like many marketing adventures, it began with a book. The Loyalty Effect(1) set about explaining how, from only small improvements in customer retention rates, significant increases in profits were there to be had. And so an obsession began. With good customer relationships, so the theory went, businesses would become more profitable. Loyal customers would not only be less price-sensitive, they would also be more inclined to repeat purchase and, with a fair wind, more likely to put in a good word for you among...