Customer loyalty is a common topic in business & marketing - companies aim to increase it, books & conferences are dedicated to the topic, and numerous agencies sell products that are supposed to improve it. This behaviour is based on the enduring philosophy that extracting more from existing customers is easier (and more profitable) than winning new customers.
However, there is a growing body of evidence that suggests that loyalty is not within the direct control of marketers, and resources being used to improve it would be better directed elsewhere. Download our expert report The Loyalty Fallacy which presents this evidence and discusses its implications for businesses.
