Loyalty in times of curiosity

According to a study by Accenture, the rate of customer loyalty has fallen by 29% since 2010. What does that mean? Should we worry? Loyalty is part of the cement which holds society and the economy together. But are we seeing a disintegration of these core values?

Loyalty at a glance isn’t easy to define. For me loyalty is partly about identification and routine, but curiosity also plays a role. Identification and routine have a positive effect on loyalty, while curiosity acts against it. The success of the Internet has to do with the fact that it offers a huge platform for curiosity.

Adventurous people have been so creative with their new routines to the extent that everyone else is easily accessible now. In this way, it is a process of creative destruction, which includes more and more aspects of everyday life. If we look at it in this way, decreasing loyalty isn’t a sign of the decaying of human values, it is rather an indication of a departure driven by forces that were faced already by Christopher Columbus.

There is no lack of loyalty; we can see this by observing how quickly new monopolies have been constructed, such as Google, Amazon or eBay. What’s new about this though is how quickly they disappear. Does anyone still remember Netscape?

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s