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.
“The successful brands of this 21st century will be only those brands that can truly execute a customer centric model,” said Fasulo. And he isolated two curtail elements for achieving this success: 1) changing the company culture, first and foremost, and 2) leveraging the Total Brand.