Articles / Concept / Recommended Reading / Relationship / Value

The Most Powerful 3 Words in CRM: “That’s Not Fair”

Image credit: http://www.msi.org/

Image credit: http://www.msi.org/

The Most Powerful 3 Words in CRM: “That’s Not Fair”

Marketing Science Institute | Sept 08, 2014

Gratitude can be a powerful marketing tool, but perceptions of unfairness exert even stronger influence on customer relationships, according to University of Washington’s Rob Palmatier. In one airline study, when bystanders watched other customers receive priority boarding, the resulting drop in loyalty and sales due to perceptions of unfairness was almost 10 times greater than the parallel effects of gratitude in boosting the target customers’ loyalty and sales.

While firms spend more than $12 billion annually on customer relationship management, the results have been mixed. Palmatier points to basic psychology to explain why.

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