Loyalty Myths: Hyped Strategies That Will Put You Out of Business -- and Proven Tactics That Really Work

Timothy L. Keiningham, Terry G. Vavra, Lerzan Aksoy, Henri Wallard



In Loyalty Myths, the authors have assembled 53 of the most common beliefs about customer loyalty – all of them wrong or misconceived! Each of the beliefs in this book is debunked with real-world examples. While other books speak in platitudes; this book is the only one to validate each proposition with real data.

Granted unprecedented access to customer records from a variety of multi-national corporations. Through these records, Ipsos Loyalty was able to precisely track the impact of this customer-centric construct on actual purchasing behavior. The authors’ findings and conclusions will stun business leaders around the world. The lessons learned from these provide a true guide for the proper use of customer loyalty.

Table of Contents

Myths.
Preface.

INTRODUCTION: The Myths of Loyalty: Did the Gods Mislead Us?

Chapter 1. Loyalty Myths That Subvert Company Goals.

Chapter 2. Loyalty Myths Contaminating Company Management Practices.

Chapter 3. Loyalty Myths about Customers: Their Needs, Behaviors, and Referrals.

Chapter 4. Loyalty Myths Concerning Loyalty Programs.

Chapter 5. Loyalty Myths about Loyalty, Share of Business, and Profitability.

Chapter 6. Loyalty Myths Regarding Employees.

Chapter 7. The Foundations of Customer Loyalty.

Chapter 8. The Right Way to Manage for Customer Loyalty.

Acknowledgments.

Notes.

Index.