Part 1:
Q: This is about your recent column on “The reality of customer loyalty.” We are regular readers of your column because we learn a lot from it. In fact, every Monday, our HRD posts your column on our office bulletin board. But frankly speaking, this was one column we have to say that we didn’t like.
We didn’t like your attacking the (Reichheld and Sasser’s) Zero Defection research. First of all, those two are Harvard Business School professors. And the data you used to attack them were US data and not Philippine data.
The other more important reason why we didn’t like the column was your insinuating that loyal customers are not profitable! Surely, you won’t go to that extent.
Our company has been and is into loyalty programs. We’ve followed the practice of airlines and banks’ loyalty programs. We know that you may say that airlines are a bad example but you can’t say the same thing about banks. It’s known, for example, that BPI is very heavy into loyalty programs and that’s a money-making bank. We believe you owe your readers more and a better explanation.
Read Remaining Part 1 and Part 2