Why the key to unlocking customer loyalty is business messaging

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However, for Reichheld, it wasn’t enough to tout the power of customer loyalty in concept only. It had to be accepted and operationalized across an organization in order to be useful, from sales to marketing and beyond. For marketing teams in particular, Reichheld suggested reallocating marketing investments by ranking customer acquisition campaigns on the basis of whether or not they yielded leads that matched the profile of an ideal customer.

In 2000, he made the observation about the evolution of customer loyalty in the digital world noting that business leaders in the future would likely be even more reliant on customer loyalty activities to drive business success. indonesia mobile database “[A]quiring customers on the Internet is enormously expensive, and unless those customers stick around and make lots of repeat purchases over the years, profits will remain elusive,” he said.4 Little did Reichheld know how prescient that statement would be.


Reichheld’s research put customer loyalty on the map for businesses more than twenty years ago. Today, the art and science of cultivating — and capitalizing on — happy customers has evolved into several interrelated customer functions like customer care and customer service, often falling under the broad umbrella of “customer experience”. Gartner defines customer experience or “CX” as any customer perception or related feelings triggered by either the one-off or aggregated effect of “interactions with a supplier's employees, systems, channels or products.” With this definition in mind, we can place customer loyalty activities at the terminus of a desirable customer experience, as shown below.