Somewhere the word loyalty has been replaced by the word advocacy. Talk to any business about customer loyalty and immediately most think of those cards you get stamped or earn points on.
Who made that change? It's probably down to those who think that bribing customers into a repurchase was something to with building loyalty. It isn't. So anyway, advocacy, the slightly more mystical word for the same thing has taken it's place.
Ask a customer if they are loyal, they will tell you. Ask if they are advocates, they will look at you strangely.
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