https://www.ft.com/content/da1d21d2-f816-11db-baa1-000b5df10621?mhq5j=e5

"Consumers are neither sheep nor fools. They can sense when companies are consistently more loyal to investors, employees and regulators than to the people who buy their products and services. ... The central marketing question confronting brand leaders therefore is not “how can we radically increase customer loyalty?” but “how can we radically increase our own loyalty to customers?” "