Loyalty schemes: Why you need to be a loyalty brand, not a brand with a loyalty programme
Increasingly, customer loyalty is being earned through exceeding the functional expectations a customer has and engaging at a subconscious emotional level through providing positive experiences. To succeed at a time when competition is more disruptive than ever, you need to be a loyalty brand, not a brand with a loyalty programme.
The most simplistic definition of customer brand loyalty is 'the reason(s) a customer chooses to use your brand over an alternative, time and again'.
The...