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@Peter - evangelists don't necessarily buy more, although they might. They may sell more of what you provide by referring you to others. When you deliver a product or service that satisfies someone, they may become loyal to your business for that reason. Maybe I'm simplifying, but loyalty is not complicated. Loyalty programs, on the other hand, have been quite contrived as an incentive for people to do more of what they want: usually buy more. As a consumer, I don't feel particularly needy. However, I need a company to deliver a good product and service and to stand behind it when it is not that good. We all have different thresholds. We're having this conversation because so many companies do not deliver on the reason they're in business in the first place. Long conversation.

@Juan - value can be different for each of us as customers. But, as you point out, one cannot buy value. It needs to be provided. Passion is good, as long as it is put to the service of value.

It was the problem with others marketing approachs... Dont think in what costumers value... Loyalty is not a discount or a card, is a feeling that come from the heart of costumers and dont from the head of marketers...

Welcome to the NEW Pasión por el Marketing...

Valeria, why would I want a customer evangelist for my business? Do they buy more?

Reading about James, I also wonder if concepts of loyalty are, in part, a rationalization of undiagnosed habit.

I also wonder why, as consumers, we need more than simply the product and service. Why do we need a corporation to satisfy our emotional needs to earn our loyalty.

I understand that corporations must respond to changing consumer behavior - But I'm fascinated by the the concept of the needy consumer.


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