Loyalty schemes: Why you need to be a loyalty brand, not a brand with a loyalty programme

This article demonstrates how customer loyalty is being earned by exceeding the functional expectations a customer has and creating emotional engagement through positive experiences.

Loyalty schemes: Why you need to be a loyalty brand, not a brand with a loyalty programme

Tom Phillips MRM Meteorite

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...

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