Imperative 7: Realize the Only Way to Build Customer Loyalty Is through Customer Memories

  • Colin Shaw
  • Ryan Hamilton


Price is not the main reason for customer churn; churn occurs due to overall poor quality of customer service. – Accenture Global Customer Satisfaction Report 2008.


False Memory Customer Loyalty Service Encounter Customer Experience Loyal Customer 
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    Kahneman, Daniel. Thinking, Fast and Slow. New York: Farrar, Straus and Giroux, 2011.Google Scholar
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    Redelmeier, Donald A., Joel Katz, and Daniel Kahneman. “Memories of colonoscopy: a randomized trial.” Pain 104(2003): 187–194.CrossRefGoogle Scholar
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    Schooler, J. W. “Verbal overshadowing of visual memories: some things are better left unsaid.” January 1990. Web. June 10, 2015.
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    Altmann, Erik M., and Wayne D. Gray. “Forgetting to remember: The functional relationship of decay and interference.” Psychological Science, 13 (2002): 27–33; Web. Google Scholar
  5. 5.
    Dunn, Adriana. “6 Reasons Why Great Customer Service Drives Powerful Word of Mouth Marketing Results.” October 4, 2013. Web. October 7, 2015.
  6. 6.
    Loftus, Elizabeth F. “Creating False Memories.” Scientific American. 277 (1997): 70–75.CrossRefGoogle Scholar
  7. 7.
    “Choice Supportive Bias.” Web. June 10, 2015.

Copyright information

© The Author(s) 2016

Authors and Affiliations

  • Colin Shaw
    • 1
  • Ryan Hamilton
    • 2
  1. 1.Beyond PhilosophyOrlandoUSA
  2. 2.Emory University’s Goizueta Business SchoolAtlantaUSA

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