1.2. Defining “Customer Loyalty”

There is a very persistent barrier that comes up time and again whenever groups of people and organizations attempt to adopt new ideas or change the way they do business. This barrier is the simple fact that often there is no universal understanding of or common language for describing the issue and identifying the goals you want to achieve. People frequently use exactly the same words to describe very different ideas. And they use different words to describe the same idea. Generally the result is that no one really knows what has been agreed. This situation is even more common when the ideas are fairly new and not widely understood. Meetings are concluded with great good feeling and nods of agreement all around, ...

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