Beyond Loyalty

This analysis of marketing and loyalty argues that companies need to move away from offering products and services to creating concepts and experiences that can meet the needs of today's "self-actualized" customer. Since people have now come to expect high quality and good service, the companies that succeed will be those that find unique ways to satisfy their customers' needs. The authors argue that companies need to move well beyond traditional loyalty programmes and develop new systems to manage their customer relationships in order to remain competitive.
 
This analysis of marketing and loyalty argues that companies need to move away from offering products and services to creating concepts and experiences that can meet the needs of today's "self-actualized" customer. Since people have now come to expect high quality and good service, the companies that succeed will be those that find unique ways to satisfy their customers' needs. The authors argue that companies need to move well beyond traditional loyalty programmes and develop new systems to manage their customer relationships in order to remain competitive.