The myth of customer loyalty

Describes how customer loyalty is a myth and that if brands want to stay relevant then they need to stay useful.

I loved my local taxi firm. Low prices, lots of cars and really easy to book. Sure, the car was often `just round the corner', and it was a bit annoying that I had to call if I wanted to pay by card, but overall they were great and I used them all the time.

Then Uber came along, with its one-tap ordering, cashless payment and actual map of where your actual car actually was. So I switched. Immediately. Years of using the same taxi firm meant nothing to me when this new service appeared on my smartphone screen.

And that's...

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