Is customer loyalty a marketing myth? Lester Wunderman thinks so. So does Randy Susan Wagner, CMO of Orbitz.  In her speech yesterday, she spoke about creating deep relationships with consumers, rather than building loyalty.

A few key points that stood out:

• “The enterprise needs to become not just customer driven, but customer insight driven.”
• “The more things (read technology) change, the more they stay the same.”
• "Think like me” is a phrase Randy used to describe discovering a point of connection with your consumer. A human truth.