Lemonade is refreshing, particularly on a hot day. With a little
sugar and a lot of squeezing, sour lemons are transformed into a nice,
healthy source of sustenance.
Similarly, profitable customer loyalty can be a healthy source of
sustenance for brand equity and a powerhouse on hot days of
competition. Numerous companies are nurturing customers with an array
of sweet programs such as personalized marketing, advisory boards and
references, customized offerings, privileges, and rewards. These are
important contributions to your value proposition.
Squeezing the Lemons
But what about the rest of the customer experience? How about
squeezing the lemons, or acting on the less-attractive feedback from
customers, to transform ambivalent and at-risk customers into a
reliable source of profit?