CUSTOMER LOYALTY CAN BE ALIVE AND WELL – EVEN ONLINE – 3 OBSERVATIONS I have written often about the fallacy behind the notion that customer loyalty is dead. I cannot count the number of times over recent years, that people have suggested to me that there is no longer such a thing as customer loyalty, […]

CUSTOMER LOYALTY CAN BE ALIVE AND WELL – EVEN ONLINE – 3 OBSERVATIONS I have written often about the fallacy behind the notion that customer loyalty is dead. I cannot count the number of times over recent years, that people have suggested to me that there is no longer such a thing as customer loyalty, and that – ‘these days it is all about price’. As I have addressed this matter else where, I will not address it in detail here, other than to say that customers have only ever been loyal when there is something tangible to be loyal to. Any decline in customer loyalty is largely due to commoditisation as businesses race to the bottom. That said, there is evidence to suggest that, and very good reasons to suggest that brand loyalty is lower online than it is offline. It is still higher than many suggest – at…