The Blog

Friend-get-friend programs use social networks to win customers. Marketing Science Institute research shows the same effect runs in reverse: when a customer defects, their network neighbours are measurably more likely to follow. Here's how to use that finding to spot at-risk customers earlier, and act on it.

Strip away the CRM jargon and customer loyalty management comes down to two things, listening to customers and remembering what they told you. That sounds trivial. The Reichheld research on why most companies still fail at it isn't. Here's what to actually remember, and why it matters more than the tooling.

A Colloquy cross-cultural loyalty study turned up an awkward result for Australia: of every country surveyed, Australians were the least welcoming of foreign brand competition. The numbers are uncomfortable. Here's what the data shows, and what it might say about how Australian customers see the world.

Australia's Federal Government clipped the baby bonus by less than 10%, and the backlash was loud. The same dynamic shows up in customer-delight programs: once customers expect it, taking it back hurts more than never offering it in the first place. Here's why customer delight can be counter-productive, and what to do instead.

Customer loyalty drives long-term company value, everyone knows that. The harder question is what actually moves the needle once a customer is in the door. Here are the three elements that matter, and the one most companies skip because it isn't glamorous.

Increasing customer loyalty is usually framed as an investment, more service, more touch-points, more spend. There's another route the textbooks rarely flag: the things customers actually want often cost less to deliver, not more. Here's how to find them.