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More information is just a form of procrastination.

Russ Roberts

In theory it should be really easy to adopt a customer loyalty strategy. No doubt you'll have heard us talking about "doing best what matters most to customers" - if you can consistently meet the needs of your target customers better than anyone else then you'll earn their trust and loyalty.

Many people take this to mean "get the basics right", and that’s a solid foundation. Books like Simply Better make a strong case for this approach. But there’s a trap here.

The danger is that what matters to customers is not necessarily the same as what your business is set up to treat as "the basics". What matters is not just what they get, but how they feel while they're getting it, and how it makes them feel afterwards

The customer experience happens inside your customers' heads, and in order to make sure you're meeting all their needs you need customer insight that brings you close enough to understand what things look like from their perspective.

Thanks for reading,

Stephen

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