I always knew that customer loyalty was the result of a combination of good practices, but never have I heard the “zone of consistency” as one of them – until now.
This was the phrase used by Maxie Schmidt-Subramanian, a researcher at Forrester, to describe the practice of keeping prices reasonably in line with rival brands – not undercutting them. Do this, she advises, and enhancements to the customer experience become “more critical to create and....