Geert Noels
Taking a look at sheets and figures is the traditional way of analysing a companies strength. If the past economic crisis proved anything, it was that this approach no longer holds. Rating agencies, analysts and investors completely misjudged the strength of banks and companies. But there’s another way of looking at a companies’ underlying strength or weakness. Analysing the degree of loyalty stakeholders share for a certain company is a good alternative to measure the strength or weakness of a business.
Very strong companies can boast a “triple loyalty”, the weak players in the field hold a “zero loyalty”.
Management has to be aware of the importance of loyalty and constantly work on it, just as those responsible for marketing should do. At the end of the day it’s the loyal customer who will make or break his bank…
By analysing a company and it’s key values through loyalty instead of mere pricing and products, your focus and your effectiveness will expand.
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