The biggest problem facing business isn’t finding customers but keeping them. You can’t conjure up a clever ad campaign to make customers loyal. Your points program won’t make them love you.
The problem with the loyalty thing is the loyalty thing. Forget about the concept of loyalty and start thinking about dialogue. Choice means customers aren’t married to us anymore. Let’s start with the assumption they don’t care and make the effort to be there when they need us.
It’s a challenge. We are so geared otherwise.
