Master Class: Managing Customer Loyalty

Explains the Wheel of Loyalty and explains on how to build a Foundation for Loyalty, create Loyalty Bonds, and reduce Churn Drivers. Discusses Tiering of Services and related acquisition and retention strategies. Explains why having loyalty programs that mostly give freebies or discounts are generally not a good way to build customer loyalty. Discusses the difference between attitudinal loyalty (ie share of heart) and behavioral loyalty (ie share of wallet).

[@ProfessorJochenWirtz]

For further reading on how to achieve customer loyalty download a free of the Winning in Service Markets Series, Vol. 10 - www.researchgate.net/publication/319664411_Winning_in_Service_Markets_Series_Vol_10_Managing_Customer_Relationships_and_Building_Loyalty