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Give to your customers, and you shall receive...

Give to your customers, and you shall receive...

“Give, and you shall receive.” Who hasn't received this advice growing up?

It's based on the simple psychological principle of reciprocity: We tend to feel obligated to return favors after people do favors for us.

Yet in the rational world of business, the approach tends to be: “If you do that, then I will give you this in return.”

I got to appreciate how reciprocity can work in business when running Clubcard for Tesco:

1) When we gave customers a general c

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TAGS: Marketing
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