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Tomorrow’s Customer is Today’s

In: Customer Loyalty and Success

Author

Listed:
  • James J. Lynch

Abstract

Tomorrow’s customers are those you serve today. Whether or not they remain your customers depends on your effectiveness in combating the major threat to business success — consumer promiscuity. Unlike its other forms this type of promiscuous behaviour is not a matter of morals but of economics. However, shopping around can be almost as socially damaging as sleeping around. Resources are wasted, effort needlessly expended, costs kept high because of an inability to nurture and sustain customer loyalty. This inability stems in part from a lack of recognition of the need to redefine outmoded concepts of what customer loyalty means. Just as attempts to impose outmoded solutions based on traditional gender roles to problems in dual career partnerships are doomed to failure, so too are traditional approaches to customer retention. While there will still be a place for marketing ploys with short-term impact, long-term market leadership will go to those who can espy the difference between a sea breeze and a sea change sooner than their competitors.

Suggested Citation

  • James J. Lynch, 1995. "Tomorrow’s Customer is Today’s," Palgrave Macmillan Books, in: Customer Loyalty and Success, chapter 1, pages 1-23, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-37471-3_1
    DOI: 10.1057/9780230374713_1
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