"In Loyalty Myths, renowned authors from one of the world's premier business research firms reveal the ugly truth about customer loyalty - almost everything you've been told about it is wrong!" "In fact, most popular loyalty maxims are based on faulty data or on a faulty reading of good data. For instance, most managers take it as gospel that all customers become more valuable over time. But it's not true! Some do just the opposite; they cost the company money over time. A CEO who keeps the wrong customers can lose millions! But business leaders do it every day because they fail to fully understand customer loyalty.". "To set things straight, Loyalty Myths critiques 53 of the most common beliefs about customer loyalty and debunks them fully with hard science and even harder data. Using real-world examples and the latest facts and figures, the authors smash the platitudes and the easy assumptions about customer loyalty and offer real-world, fact-based methodologies that really do keep customers coming back."--BOOK JACKET.