To Gain Customer-and Employee-Loyalty, Go Beyond Good Enough

"Most companies go about it in a way that's simple and directive. So you set goals for employees and then you give corrective feedback, or you set pricing or loyalty programs for customers and incent them to change their behavior, which works but it works temporarily."

"If you look at extreme positive outcomes that companies want, they want customers to come back more. They want word of mouth. They want employees to be productive. They want loyalty and resilience from those employees."

Creating customer loyalty involves more than just selling products; it requires building relationships and inspiring devotion. Many companies approach this by setting goals and providing corrective feedback, which may yield temporary results. However, true customer delight and loyalty come from understanding and changing behavior in a more meaningful way. Companies should focus on generating strong emotional connections with both customers and employees to foster lasting loyalty and resilience.

Read at Harvard Business Review