Today: Ready to take the loyalty test?

 > The Situation Yesterday, I talked about customer loyalty—describing it as “the last sustainable competitive advantage,” and how it can help you recession-proof your business. Today, I want to share an exercise that I do with my clients and seminar participants that will help you personalize the loyalty concept. Here’s how it goes. First, I […]

Today:Loyalty is dead! Long live loyalty!

 > The Situation I just read another article by a marketing guru who declared that customer loyalty is dead. This is great news. No, it’s not great news that loyalty is dead—it’s great news that these gurus are saying loyalty is dead. Why? Because. If your competitors actually believe this trash, what an opportunity for […]

Today: “Save our Starbucks?”

 > The Situation I don’t make these things up. (Okay, sometimes I do. But not this time, honest.) As you know, Starbucks recently announced that due to drooping sales, they plan to close about 600 stores across the US, and more elsewhere. Tough decision for a company that’s been on a hockey-stick growth curve for […]

Today: Customer engagement…key to success!

> The Situation Yesterday, I told you about www.threadless.com the web-based t-shirt design company/community. Today, I want to delve a little deeper into their story. Specifically, I want to talk about “engagement.” Engagement of employees. And engagement of customers. And I want to relate the two. First, some fast facts* on employee engagement: 1. Only […]