4. Product versus Service Slices
Customer behavior is highly complex, and managing loyalty is both an art and a science: It’s not easily understood, explained, or practiced. It is not simple to see, but a simple analogy can make the topic easier to understand. Imagine a pie pan, with each slice representing something specific that a customer wants and can impact whether he or she will return. In Part 2, “Understanding Loyalty: A Pie Pan of Needs,” we examine the changing trends in customer behavior and the relative loyalty impacts of the different “needs and wants” slices that can make up a customer loyalty pie (see Figure 4.1).