We’ve been working with clients who have a strong focus on customer loyalty for over 15 years. These clients recognise that satisfied customers are not always necessarily loyal customers. Loyalty makes consumers dependent in a positive way. When I’m on a shopping expedition in a supermarket, in a chain where I’m bombarded with the very latest deals, I can’t help but ask myself: how loyal am I? Am I influenced by price, special deals, habits, a tip from my hairdresser or a poorly written Dutch review?
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