The creation of metaphors to illustrate the complexity of customer loyalty
[Lawrence Reaville speaking for Christopher Jeffrey, ISSS 1998 Paper Session,
These notes are a rough transcription,
prepared as each individual presenter and/or commentator spoke at the ISSS
1998 conference. Gaps and errors have likely occurred. For more accurate
citations, please consult the original presenters. These notes have been
contributed to the ISSS by David Ing, of the IBM Advanced Business Institute
(email@example.com).[Paper session, July 20/98, 3:10 p.m.]
Lawrence Reaville speaking for Christopher Jeffrey, who had to stay
home for family reasons.
Metaphor is useful to company to communicate the importance of loyalty.
Michael Lowenstein: the pyramid of customer loyalty:
The herd: satisfaction-based.
If they don't complain, they're satisfied.
The advanced: performance-based.
Frederick Reichhold (in banking) of the Customer Corridor
Customer entry into ...
supplier perspective of: account application --> ... --> statement problem
customer perspective of: new job --> ... --> retirement
Needed new metaphor: The road to customer loyalty (at the end of the rainbow).
Implication of graphics: long ways away.
Reach roundabouts: including ending up back where we started.
Turnings off the road: failures which divert the customer.
Changes in environmental conditions.
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