When Customer Loyalty Isn’t
When is customer loyalty not really loyalty? When customers face high switching costs when they try to stop doing business with a company. When customers continuing buying only because of low prices and special promotions. When customers can’t find a company’s contact information or come across other roadblocks when they try to cancel a subscription. And when they feel handcuffed to a brand.
Check out my story about my “loyalty” to an airline company in this excerpt from a talk I gave at a recent Savor the Success Mastermind Group event. And learn how great brands cultivate meaningful, sustainable, valuable relationships with their customers — i.e., how they inspire true customer loyalty.