The authors of Why Loyalty Matters certainly value customer loyalty. But they also contend that only 20 percent of a firm’s customers are actually profitable and most of a company’s profitable customers are not loyal.
In an article on harvardbsuiness.org, the two authors - Timothy Keiningham, global chief strategy officer at Ipsos Loyalty, and Lerzan Aksoy, associate professor of marketing at Fordham University - wrote that instead of stockpiling loyal customers, both B-to-B and B-to-C businesses should be asking:
Which loyal....