Ron Shevlin on customer loyalty:

Switching providers — whether it’s banks or firms from other industries — is an act of independence. We switch because we can. We switch to make a statement. We switch to demonstrate that WE are control of our lives and our business relationships. [...]

Successful firms approach customer relationships as just that — relationships. A two-way street. It goes far beyond “customization” and “personalization”.

My take: having loyal customers is great, and trying to keep them loyal is a good business practice. However, as we start moving away from transactional to the relational, we should recognize that relationships aren’t set in stone and that they do end. And that it’s OK to let go.