loyalty Archives

True Loyalty: The Best Last Experience Is Your Next Minimum Expectation How Does an Organization Create True Customer Loyalty? Issue 219, July 3, 2025 Sam Walton said, “Your best last experience is your next minimum expectation.” In 2025, these words of wisdom have become a double-edged sword as the greatest opportunity and biggest threat to customer loyalty. Based on Walmart’s longevity and performance, his motto seems to be proving out in the retail marketplace. But Walton’s business philosophy works both…

Kevin Novak

July 2, 2025

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Ideas and Innovations Newsletter

Breaking the Bond of Trust – Ideas and Innovations from 2040

Breaking the Bond of Trust Issue 97, March 2, 2023 One of the unexpected outcomes of the pandemic was the development of a new level of trust between leaders and their corporate level workforce. With entire skilled workers at organizations forced out of the office and working remotely, the workforce and management had to implicitly trust one another to meet deadlines, goals, and quarterly expectations. During this time a shift to measuring performance by outcomes, not time or face-to-face contact…

Kevin Novak

March 2, 2023

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Ideas and Innovations Newsletter

Too Much Choice Makes Brand Loyalty an Endangered Species – Ideas + Innovations from 2040

Too Much Choice Makes Brand Loyalty an Endangered Species Issue 77: Oct 13, 2022 There’s a sea change taking place in social media and streaming platforms which should be a red flag for organizations that offer memberships, subscriptions or use devices that seek to deliver continuous value via consumer consumption, leading to rich sources of recurring revenue. Members Only Membership and subscription have become all the rage over the past five years across many businesses. The continual drips of monthly…

Kevin Novak

October 13, 2022

2040’s Ideas and Innovations: How Do You Trust?

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Ideas and Innovations Newsletter

2040’s Ideas and Innovations: How Do You Trust?

How Do You Trust? Issue 42: February 10, 2022 Everyone is talking about who or what to trust, particularly in today’s fractious public discourse. When we decide to trust, we have aligned with and formed an understanding, correlation, and interpretation of the meaning of that trust. We then apply what has been communicated, shared, and internalized to our own beliefs, values, and knowledge … and take actions based on that trust. In Ourselves We Trust Where do we end up…

Kevin Novak

February 9, 2022

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Ideas and Innovations Newsletter

Ideas + Innovations from 2040: Customer Loyalty

Customer Loyalty Running an organization that is customer-centric is a marathon. Human behavior can be mercurial. Trends from one industry segment suddenly disrupt another sector in the highly connected and interdependent system that comprises society. A global pandemic sends rational planning out the window and accelerates emerging trends and changes that were suppressed or sometimes completely ignored. And the biggest challenges today are understanding changing human behaviors and accepting the fact that the customer is the point of purchase, whenever,…

Kevin Novak

September 9, 2021

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Ideas and Innovations Newsletter

Ideas + Innovations from 2040: Personal Trust and Loyalty are Table Stakes

Targeting Engagement, Establishing Trust, and Building Loyalty The cynic in us recognizes that we are living in the era of “it’s only about me.” The pragmatist in us also recognizes that as a brand and an organization, if you don’t cater to this mentality, you are likely to become irrelevant. The tools available to us to personalize our communications, offerings and services to our various stakeholders makes it impossible to conduct business as usual with legacy tactics. Simply said, to…

Kevin Novak

June 30, 2021