What is "Fierce Loyalty"? Aren't you talking essentially about what happens when you give great customer service?
Great customer service is a critical element of Fierce Loyalty, but only as part of a much bigger picture. Fierce Loyalty is the unshakable commitment we give to companies that we feel are an integral part of who we are, who we can’t imagine life without - companies that become an essential part of how we define ourselves.
Developing Fierce Loyalty with customers requires a deep commitment to more than great service. You’ve got to be willing to listen for and acknowledge the specific needs your customers have, and, most importantly, you’ve got to invest in a way to meet those needs. In my experience, this means building a community for them. Think of how Zappos and Apple, for example, have done just that.