![Customer-centricity and the current loyalty paradox Customer-centricity and the current loyalty paradox](https://blogs.sas.com/content/hiddeninsights/files/2018/12/451813175-702x336.jpg)
Does loyalty pay in business? Most of us, if asked, would probably say that it ought to do so. Fairness suggests that there should be an element of “you scratch my back, I’ll scratch yours.” In other words, if I remain your customer, you will look out for my interests;