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.
![How Can I Increase Customer Loyalty Without Increasing Costs to the Business? [Video]](/_astro/What-is-a-Good-Net-Promoter-Score.BbeClRo9.jpg)
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.
Customer service and customer retention get talked about as if they're the same thing. They aren't, but the link between them is more interesting than most CX talks make out. Here's a real story about a wedding, a Flight Centre travel agent, and three facts that explain why great service really does keep customers.
Recommending a competitor sounds like commercial suicide. Done well, it's one of the strongest trust signals you can send, and it pays back in loyalty most marketers chronically under-value. Here's when to do it, and how to make sure it doesn't read as a gimmick.
Two companies. Same NPS question. Same scale. Wildly different scores, and the difference has nothing to do with how well they treat their customers. Here's the peer-reviewed research on why survey mode quietly ruins almost every NPS comparison you'll see.
