11. 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. Your firm must also have methodical, systematic methods and standardized processes and procedures that use actionable customer input to activate, energize, and drive the business. How do you accomplish this? See Figure 11.1 for the pathway.

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Figure 11.1 Customer loyalty: Via co-creation of mutual value.

First, your business strategy must begin from an inside-out point of view: You decide what business you will be in—then you segment your marketplace and decide who you want to ...

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