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Using Design to Create Fiercely Loyal Customers
Companies strive to create fiercely loyal, profitable customers, but the authors shows that this can only be achieved by rethinking the existing logic about customer loyalty; integrating your loyalty efforts with product-offering development, marketing, and sales; and close collaboration between the strategy and design functions of an organization. Cultivating loyalty requires ambition and risk-taking, but will ultimately provide your company with valuable and sustained relationships. Included is a four-step process for defining the appropriate levers, design interventions, and organizational strategy for creating fiercely loyal customers.