Deep Loyalty (ENG)

Leaving has never been so easy for a customer. Staying has never been such a deliberate choice. That is deep loyalty: loyalty you earn every new day. Customer Experience is undergoing the most far-reaching transformation in its history. AI is rewriting the rules of the game and putting customer loyalty under serious pressure. AI platforms are inserting themselves between brand and customer. In return, customers gain superpowers: they compare effortlessly, switch providers in an instant, and easily find a better alternative. Loyalty is no longer a given - it is under fire. Deep Loyalty charts the counter-movement, building a CX strategy that embraces the power of AI while forging stronger, more resilient customer relationships, designed for genuine loyalty. The book moves beyond transactional efficiency in favor of deeper, more meaningful value. It is not about replacing people with technology, but about lifting value creation to a higher level. 'In a world where AI increasingly strengthens the customer's position, companies need to rethink customer loyalty. Steven makes the crucial role of leadership in this transition very clear.' - Stijn Bijnens, CEO Proximus

Customer Experience is going through the most radical transformation in its history. AI is reshaping the rules of the game and in doing so, it is putting traditional customer loyalty under serious pressure. Large AI platforms are inserting themselves between brands and customers, increasing the distance between the two. At the same time, customers now have new superpowers: with almost zero effort, they can compare options, switch providers, and instantly find cheaper or more convenient alternatives. Loyalty is no longer a given - it is under attack. This shift calls for a counter-movement. Companies must go beyond the purely transactional efficiency of AI and focus on creating deeper, more meaningful value for their customers. The future of Customer Experience is not about replacing humanity with technology, but about using AI to elevate value creation. In Deep Loyalty, Steven takes you on a journey toward a new CX strategy, one that embraces the power of AI while building stronger, more resilient customer relationships. A strategy designed not just to compete in an AI-driven world, but to create real, lasting loyalty within it.