Word of mouth: The case for disloyalty

The best way to stimulate advocacy for FMCG products is through customers who are not loyal to the brand and who have a contact network of people who don't currently buy it.

Word of mouth: The case for disloyalty

Justin Kirby Yooster

Research shows that stimulating advocacy for FMCG products is best achieved through customers who are not loyal to the brand and who have a contacts network who don't currently buy it

In the ‘dog eat dog’ world of customer acquisition and retention, it is commonly believed that your most loyal customers are your greatest allies when it comes to converting others. Naturally, you'd want these loyal customers to be the key participants in marketing campaigns designed to drive product recommendations. Or would you?

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