Chapter 10. What You Must Do: Institutionalize Loyalty

Good intentions, and even good management, are not good enough. Make that your mantra and a design point for your business improvements.

First, your firm needs methodical approaches to secure actionable customer wants and needs. These must be systematic, ongoing business processes that identify and target desired market segments, then capture and monitor ongoing changes in the loyalty-driving wants and needs for those segments.

Second, your firm must also have a management system with standardized processes that relentlessly use the customers’ needs—and feedback on performance—to drive the design, operation, and metrics of success for the business. This includes the company infrastructure (processes, ...

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