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From Lock-in to Lock-out: Using Design to Create Fiercely Loyal Customers

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Jeremy Alexis, Assistant Professor, Institute of Design, Illinois Institute of Technology (IIT)


Loyal customers: What makes them loyal? If it were simple, there wouldn't be thousands of books about customer loyalty, and companies wouldn't be spending more than $1 billion a year on loyalty programs. There are now more than 8,600 supermarkets, 50 air




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