Fake Loyalty


There’s an interesting connection between customer relationships in subscription businesses and loyalty, according to a recent article by Zuora CEO Tien Tzuo. It had particular resonance for me, since I just wrote a book about customer loyalty myself. My research is full of old-style approaches to customer loyalty that aren’t really about loyalty so much as they are about, shall we say, customer coercion. You can coerce customers into being loyal — what I consider performing loyal behaviors — but they don’t exhibit true loyalty.

The original article can be found here: http://www.ecommercetimes.com/story/83363.html?rss=1

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