 Tomorrow’s Customer is Today’sJames J. Lynch Chapter 1 in Customer Loyalty and Success, 1995, pp 1-23 from Palgrave Macmillan Abstract: Abstract Tomorrow’s customers are those you serve today. Whether or not they remain your customers depends on your effectiveness in combating the major threat to business success — consumer promiscuity. Unlike its other forms this type of promiscuous behaviour is not a matter of morals but of economics. However, shopping around can be almost as socially damaging as sleeping around. Resources are wasted, effort needlessly expended, costs kept high because of an inability to nurture and sustain customer loyalty. This inability stems in part from a lack of recognition of the need to redefine outmoded concepts of what customer loyalty means. Just as attempts to impose outmoded solutions based on traditional gender roles to problems in dual career partnerships are doomed to failure, so too are traditional approaches to customer retention. While there will still be a place for marketing ploys with short-term impact, long-term market leadership will go to those who can espy the difference between a sea breeze and a sea change sooner than their competitors. Keywords: Customer Loyalty; Customer Relationship; Traditional Gender Role; North American Free Trade Agreement; Customer Retention (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-37471-3_1 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
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