Driving loyalty through fantastic customer experiences

Huw Watkins, account director at kae: marketing intelligence, argues that what you sell is increasingly becoming secondary to how you sell - and the key to loyalty is now customer experience.

Driving loyalty through fantastic customer experiences

Huw Watkins

What do Travelodge, First Direct, Addison Lee and the John Lewis Partnership have in common? Loyal customers? Strong brands? Empowered staff? Whichever answer you favour, all are succeeding in the face of severe competition in sectors where costs have been cut to the bone. All manage to deliver fantastic Customer Experiences that differentiate them, drive revenue and profit, and engender loyalty, fulfilling the old adage that successful marketing is 'selling products that don't come back to customers who do'.

While luxury brands like Lexus and Mandarin Oriental are rightly renowned for achieving...

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