Apple just announced terrific results for Q4, but I’m not sure it’s set up for long-term success. Apple hasn’t explicitly defined customer loyalty as an asset, at least not when it comes to a key structure like its board of directors. So, in light of Apple’s wonderful success, I penned this note to Tim Cook (which I am not sending, but feel free to pass it along to him):
Obviously Apple is not the only large organization that isn’t setup to improve or sustain its relationships with customers; it’s true of most companies. So this letter could have been addressed to just about any CEO, but I knew that a note to Apple would get more people’s attention.
The bottom line: Customer loyalty is a sustainable asset