Managing Through Rose-Colored Glasses
Get the findings of a recent study that examined commonly held beliefs about customer loyalty by requesting a copy of our article published by MIT’s journal of management research and ideas, MIT Sloan Management Review.
The article chosen by MIT Sloan in the SloanSelect Leadership Collection challenges some of the commonly held beliefs about customer loyalty. We initiated our study after hearing numerous complaints from managers that their loyalty initiatives were not living up to expectations and their investments just weren’t paying off. We decided to examine as many beliefs about customer loyalty as we could find and match them up against the tactics that companies were employing to spur customer loyalty. We used data from practitioners and academics and our own experience with hundreds of companies world-wide to test maxims like, “It costs more to acquire a customer than to retain a customer” and “Loyalty customers are more profitable to serve.”
MIT Sloan Management Review is a business journal that bridges the gap between management research and practice, evaluating and reporting on new research to help readers identify and understand significant trends in management.
Request a copy today. Upon submitting this request form, we will mail you a copy (while supplies last due to a limited inventory), so please be sure to provide your complete mailing address.
