Building a better society is a terrific customer-loyalty program. It's the kind of business proposition that customers long for. If American Express or Coke or Pepsi or Verizon offered me such a deal right now, I'd never use their competitors' products again.
The winners in the new networked economy will be the companies and the leaders who understand that the game has changed forever. Winners will not meet the Amazon customer-experience test -- they'll beat it. Stock rebates and education-fund rebates are pin-sized dots on a very big map right now. But those rebates offer a peek into what customer experience and customer loyalty will be about in the future of the networked economy.
John Ellis (jellis@fastcompany.com) is a writer and consultant based in New York.
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