Rob Markey on Loyalty, Broken Trust, and the Three Lenses of Customer Value

Loyalty takes years to build and one bad decision to lose.

That's the thread running through Part 2 of my conversation with Rob Markey, NPS co-inventor and co-author of The Ultimate Question 2.0. Rob is on my personal Mount Rushmore of customer experience, and Part 2 picks up right where Part 1 left off.

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Originally aired January 11, 2024 as Episode 66 of The Trusted Guide Podcast (then The Delighted Customers Podcast).

What we cover

• The most common loyalty mistakes leaders make

• What broken trust does to loyalty

• Where Southwest and Delta misstepped with their most loyal customers

• How rational, experiential, and emotional value connect when customers judge a company

• How the three lenses for assessing value work together

When trust breaks

Rob walks through where Southwest and Delta stumbled with the very customers who had been most loyal to them, and what happens to loyalty once trust is broken.

Three lenses of value

Customers don't judge value on price alone. Rob explains how rational, experiential, and emotional value work together when customers decide whether a company is worth their loyalty.

Related episodes

• Episode 65: The 3 Dimensions of Customer Value Creation with NPS Co-Inventor, Rob Markey, Part 1 of 2

• Episode 117: From Harvard to CX Excellence: Lessons from the Classroom (Rob's return to the show)

About Rob Markey

Rob Markey is an advisory partner at Bain & Company, where he founded the firm's Customer Strategy & Marketing practice, and a senior lecturer at Harvard Business School. He is a co-inventor of the Net Promoter System and co-author of The Ultimate Question 2.0. Learn more at robmarkey.com.

If this conversation was useful, you'll find more like it in The Trusted Guide Newsletter: practical insights on trust, influence, and leading change.