We have witnessed and read repeatedly how companies transformed into industry leaders, by building intensely loyal relationships with customers and employees. Before I delve into this matter, let me briefly take on the concept of loyalty. Loyalty according to Frederick F. Reichheld, is “the willingness of someone—a customer, an employee, a friend—to make an investment or personal sacrifice in order to strengthen a relationship.” Oh, what companies will do (or not do) to get their customers to this point! So, for example, Bolaji, a property developer has this reliable supplier (reliable is a keyword) that provides him with tiles for his properties across the country. The supplier is not necessarily…
Marketing Consultant