The creation of metaphors to illustrate the complexity of customer loyalty [Lawrence Reaville speaking for Christopher Jeffrey, ISSS 1998 Paper Session, July 20/98]

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 (sabi@systemicbusiness.org).

Lawrence Reaville speaking for Christopher Jeffrey, who had to stay home for family reasons.

Current metaphors:

• Michael Lowenstein: the pyramid of customer loyalty:
• The herd: satisfaction-based.
• If they don't complain, they're satisfied.
• The advanced: performance-based.
• Leaders: commitment-based
• Frederick Reichhold (in banking) of the Customer Corridor
• Customer entry into ...
• supplier perspective of: account application --> ... --> statement problem resolved
• 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.
• Gradients.
• Changes in environmental conditions.