article 12: customer loyalty is overrated

Question 1

process fluency

Answer 1

= the product of repeated experience, and it increases relentlessly with the number of times we have the experience

Question 2

cumulative advantage

Answer 2

= the layer that a company builds on its initial competitive advantage by making its offering an ever more instinctively comfortable choice for the customer.
- four basic rules;
1. Become popular early
2. Design for habit
3. Innovate inside the brand
4. Keep communication simple