Why Brands Should Cultivate the Habit of Customer Loyalty...
Habit.
It’s how we live our lives. Making most of our decisions on autopilot, based on past experience.
So it seems entirely logical to focus on making a brand a habit, an automatic purchase.
As a long time practitioner of customer loyalty, this can seem like I’ve turned to the dark side.
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Lessons of Loyalty and Amazon Prime...
Customer loyalty is overrated, brands should focus more on acquiring customers. It’s a fashionable refrain in recent years.
So I was struck by Jeff Bezos recent revelation that Amazon Prime now has more than 100 million members globally.
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3 Ways To Get More From Customer Lifetime Value...
I've always been a fan of Customer Lifetime Value. By putting a financial value on customer relationships, it makes it easier to convince businesses to look after existing customers.
But I still find it has more to offer than most businesses realize.
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O Customer Loyalty, Where Art Thou...?
In any conversation these days, I'm invariably asked whether customer loyalty is still a thing.
There's certainly been a lot of pointers to its death. Yet examples of loyalty also abound.
Confused? There are a number of realities I learnt from my experience with Tesco, Clubcard, and Dunnhumby which help make sense of this.
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