Timothy L. Keiningham

Terry G. Vavra

Lerzan Aksoy

Henri Wallard

Hyped Strategies That Will Put You Out of Businessand Proven Tactics That Really Work

Loyalty Myths

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.

Terry G. Vavra

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