Fred Reichheld may have asked the Ultimate Question, but few seem to have “just one answer” to the question.

Napoleon Hill was quoted as saying that  ”Lack of loyalty is one of the major causes of failure in every walk of life.”

I tend to agree.

In business and in life, if you show sincere concern for another and if you frame your relationship in trust and transparency, the odds will be in your favor to win better results.

Just because I coined the term Loyalty Asterisk™, doesn’t mean that I want to see it perpetuated in business.

Customers are concerned with the privacy and protection of their personal data. They are increasingly skeptical about online targeting of advertisement and promotion.

Companies which make a commitment to using their data in a responsible manner, who deliver customer experience and product quality consistent with their brand promise, and who treat Loyalty Marketing as icing on the cake rather than the cake itself, will be the winners as the economy ramps up once again.