September 2023
Intermediate to advanced
256 pages
6h 17m
English
Content preview from Omnichannel Retail, 2nd Edition
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Is loyalty dead?
To create value for customers to earn their lifetime loyalty.
TESCO’S CORE PURPOSE, ARTICULATED TO CONSUMERS AS ‘EVERY LITTLE HELPS’
Periodically I get asked by journalists: ‘Is loyalty dead?’ This is a ridiculous notion, of course. Loyalty isn’t about the mechanics of points, a coupon, stamp card or scheme. It’s a feeling, as central a defining part of our human nature as the basic ‘fight or flight’ reaction; it’s as irrational as love and as fundamental as breathing.
Fred Reichheld is a loyalty guru and the creator of the Net Promoter Score, now known as the Net Promoter System (NPS). His latest book, Winning on Purpose, is subtitled The unbeatable strategy of loving customers and continues to make a very strong case for ...
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