I’d like to hear your comments on my latest newsletter, True Loyalty.
As I mentioned in my last post, I’m at the 2008 Loyalty Expo in Orlando, where 500 professionals are gathered to discuss the latest ideas in customer loyalty. My keynote speech this morning focused on True Loyalty, where I encouraged the audience to evaluate their loyalty efforts not by the number of transactions these efforts generate, but by how they create customer relationships. I closed with a story from a recent newsletter, called Turning Customer Loyalty Upside Down, describing how loyalty in a We relationship is a two-way street.
Creating True Loyalty is especially important in tough economic times. Most companies have significant untapped potential in their current customer base. (See my recent newsletter, The Apple Farmer.)
Is your company focused more on transactional loyalty, or are you heading in the direction of True Loyalty?