Clickz: Are You Firing Your Customers?

Too many marketers are just catering to their most-demanding customers. They buy those customers' propensity to repurchase with incentives, rewards, privileges, and other benefits. Marketing has trained consumers well. A few have become quite savvy; some have become demanding. There's a large segment of customers in every category whose tendency to repurchase is for sale. What many marketers call loyalty is factually a cost of reacquisition. […]

[T]he passively loyal — those of us who go back to the same companies repeatedly because we're too indifferent, lazy, or stupid to go elsewhere are almost universally ignored.