Fred Reichheld

My associate, Kimberlee Sautter, brought an article to my attention yesterday about customer loyalty. The author said that one of the common mistakes companies make is to equate customer satisfaction with customer loyalty. I agree with this knowing that print buyers will sometimes switch printers, but not necessarily because they had a bad experience. They switch because the original printer didn’t provide an experience or service that was unique—that another company couldn’t provide. Therefore, if it’s easy to switch (the risks are minimal) and there is a perceived benefit in switching (lower price, for instance), then why not give it try?

The author of the

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