There is much talk about satisfying customers. In fact nearly any marketing text you pick up, blog you read, the main definition of marketing is ‘satisfying’ customers. Researchers, managers, experts in the past have said that satisfaction can lead to loyalty, profitability, customer retention, etc. However, this is now changing. I believe we need to …
Why loyalty is tricky for the finance sector
I did some work for an organisation that was working in the financial sector, seeking advise on developing a loyalty program. For starters I was impressed that a financial institution is actually thinking about developing loyalty. During our discussions a number of key things emerged, which I wanted to share with everyone. Customer loyalty for …