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本帖最后由 jyo2005 于 2010/7/20 10:34 编辑
电信业CRM资料汇总.pdf
Myth No. 1:
Companies can “build” customer loyalty.
The first issue that needs clarification in this myth is what is meant by customer loyalty since the term
loyalty is used quite loosely in the customer relationship space and takes on a wide range of meanings.
As used in this context, loyalty means that a customer does business with a given company over an
extended period of time. However, the word “build” implies that the provider has to do something to
gain the “loyalty” of the customer. This is a contradiction in terms since the word loyalty manifests an
unconditional and unwavering attachment to something. In plain language, if it has to be bought, it is
not loyalty!
Some might say that the issue is one of semantics. There is some truth to that in terms of the roots of
this belief, because from a marketing language perspective, the word loyalty is used to connote some
positive behavior trait on the part of the customer. Therefore by communicating statements like “we
value and reward our loyal customers”, providers are trying to reinforce a positive trait and elicit
desirable action from the customer.
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