On Customer Loyalty

Kathy Sierra writing for gapingvoid:

“The key to understanding (and ultimately benefitting from) true “customer loyalty” is to recognize and respect that customers–as people – are deeply loyal to themselves and those they love, but not to products and brands. They are loyal to their own values and the (relatively few) people and causes they truly believe in. What looks and feels like loyalty to a product, brand, company, etc. is driven by what that product, service, brand says about who we are and what we value.”