Review Chapter 5: Creating Long-Term Loyalty Relationships, pg. 164.
Read Marketers Need to Stop Focusing on Loyalty and Start Thinking About Relevance by Zealley et al.
Respond to the following prompts.
What strategies can be used to reduce the rate of customer defection?
How can companies increase the longevity of their customer relationships?
Is focusing a disproportionate amount of resources on high-value customers an effective strategy?
Is it an ethical one?
