Howard Lax

Why “We Suck Less” is Not Enough for Customer-Centric Success

While perhaps not the most noble or customer-centric statement of competitive advantage, this somewhat tongue-in-cheek quote from one of my favorite all time clients, masks two subtleties of which she was keenly aware in designing the customer loyalty and experience research for her firm. First,...

David vs. Goliath – Round II: Challenging Fred Reichheld on the Economics of Loyalty...

The verdict is still out on my last challenge to Fred regarding the issue of whether or not there is a loyalty price premium (see previous blog: David vs. Goliath I) or price discount. While we differ on the question as to whether loyal...

David vs. Goliath I: Challenging Fred Reichheld on the Economics of Loyalty

Before I take out my slingshot, let me say that I think of Fred Reichheld as the dean of the school of customer loyalty. His Loyalty Effect is a true classic. He is one of the field's defining figures and certainly its best known....

The seven deadly sins of VOC research

"You can only manage what you measure." —Peter Drucker A natural corollary to this truism is that mismeasurement will lead to mismanagement. To a large extent, this is a restatement of the garbage in, garbage out (GIGO) axiom: The wrong inputs or measures will produce...

Learning from Machiavelli: Loyalty is Rooted in Self Interest

First, let me ask for a little latitude with my metaphors. Perhaps I could have chosen a philosopher with a more benign, more altruistic image than Machiavelli, the cold realist typically associated with "the ends justify the means" school of thought. Yes, the counsel...

Throwing Down the Gauntlet: Loyalty ? Experience ? Satisfaction ? Advocacy ? Promoter

I'm taking off the gloves and issuing a challenge to practitioners and students in the arena of Customer Loyalty research. I'm not a language "priss", and I know that outcomes and actions are what matter and always will trump debates about definitional purity. But am...

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