The Evolution of Customer Loyalty: Bringing the Customer Inside

This report looks at the evolution of customer loyalty and how four successful organizations—Corrugated Supplies Corporation, Intel Corporation, Los Alamos National Bank and the State of Washington—have inspired customer loyalty and integrated their customers into their companies to mutual advantage.

Document Highlights 

Customer loyalty can spell the difference between an organization’s success and failure. The best-in-class organizations featured in this report have shifted their focus from products to customers as they compete for market position. The successful recipe they have used and continue to perfect calls for a healthy mix of strong leadership, effective use of technology, a focus on innovation, and a creative employee-friendly workplace along with the more traditional ingredients of consistency, reliability and a commitment to quality.

These organizations recognize that loyalty is based on the development of relationships both within and outside the organization, and that relationships are founded on trust. And central to the ideologies of all these organizations is the notion that their success is based on the success of their customers. Like diamonds, these four intend to keep their customers forever.