The document discusses different types of customer loyalty and how companies can develop emotional loyalty. It explains that behavioral loyalty through programs can be copied by competitors, while attitudinal loyalty provides positive attitudes but customers may still seek alternatives. Emotional loyalty is the strongest form of loyalty, where customers love the company and will not consider alternatives even if mistakes are made. The document recommends that companies adopt practices like brand orientation, customer orientation, and innovation to develop emotional loyalty through the customer lifecycle.

1. The Emotionally Attached Business Dr. Osman Khan Consultant, Trainer, Speaker, Bolger Senior Lecturer, University of East London Dr. Osman Khan

3. How do most companies try to create loyalty?

5. Most companies in the B2B sector aim to create… Behavioral Loyalty… Meaning the customer will continue to purchase from the company or repeat buying

7. BUT… there are problems…

10. Then what can companies do… Do something extra.. Develop positive attitudes among customers!

13. However…. Attitudinally loyal customers may still seek other options i.e. competing brands

14. Solution… ?

16. Why? Because they are emotionally attached to the company Not only like a brand but LOVE it & Live it!

20. Loyalty at Best Practice Firms

21. Moving up the loyalty ladder What most companies aim for What most companies aim for What most companies aim for

22. Loyalty Management Model

23. Managing Loyalty (detailed view)

26. Customer Loyalty Lifecycle

27. Thanks for your time… Any questions or comments? Dr. Osman Khan http:// blog.cibmp.org [email_address]