The Loyalty Myth (Hardcover)

The Loyalty Myth by Clive Humby and Edwina Dunn demonstrates how putting the customer first has made a dramatic difference to the performance of some of the world's most prestigious companies. Including case studies from companies such as Kroger, Macy's, PAM, Monoprix, Tesco, Metro and Best Buy, it demonstrates the benefits of becoming a customer-centric organization. This multi-brand story touches on every aspect of customer loyalty and relationship management including: knowing your customer and understanding their 'retail DNA', developing engagement with your customer, creating a great shopping experience, relevant marketing, meaningful innovation and being loyal to your customer. Engaging and insightful, The Loyalty Myth proves through the results of these highly successful global brands that truly understanding your customers and putting them first is the key to sustained business performance.