Have you ever considered the power of the ice-mass below the surface of the waterline versus the small ice peak above the surface? I like to refer to the real impact of effective customer leadership or customer centricity as the Iceberg Effect. The Iceberg Effect is particularly insightful for the retail industry. Let's break down the benefits of customer leadership into three levels.
Above the waterline is what your customers and competitors see as your 'loyalty strategy': i.e.....