Mistaking a Habit for Brand LoyaltyBy: Judy Hopelain
These days, brands are looking for loyalty wherever they can find it. With consumers increasingly careful about discretionary spending, brands need to hold onto as many customers as possible. However, recent work in tech and health suggests that renewals may lull brands into a false sense of customer loyalty.
Think about it. Uninstalling software is a hassle. A program has to be truly disruptive or counterproductive to motive users to go to the trouble. That’s why so many software....