Winning loyalty for non-emotional products

Following on from last week, Investment Week's Articulate page looks at the second part of Geoff Webb's guide on retaining customers, in which he looks at emotional and non-emotional products. If there's a subject you'd like to see explored on this page, please email: [email protected]

There is compelling evidence that it is possible for organisations selling emotionally ungratifying products and services to enjoy real success in winning customer loyalty, if they go about in it the right way. How is it possible to win loyalty for such products and services? At heart, customers want to be loyal. The same blizzard of distractions and choice that makes the modern commercial world seem like one where individual organisations have no earthly chance of winning customer loyalty, has in fact created a situation that is ripe for the winning of loyalty. When we are in an unfamili...