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Loyalty initiatives have been traditionally considered a better fit in the B2C rather than B2B space. With long, complex sales cycles and buyers that aren’t as responsive to discounts and coupons, many B2B marketers have rejected the concept of loyalty programs. However, due to increased competition and price wars, B2B companies are realizing the value in investing in loyalty. A loyalty program that adds true value to the target customer can set your business apart. MORE
Customer engagement is highly correlated to customer loyalty ,” says Aimee Lucas , Customer Experience Transformist and VP at the Temkin Group , a customer experience research and consulting firm. However, loyalty can generate revenue on another front: demand gen. Marketers know that finding ways to increase customer engagement is good for the bottom line. MORE
Even loyalty programs have an appeal, but they do nothing to establish brand authenticity. […]. The post How Customer Loyalty Is Really Earned appeared first on Marketing Insider Group. You can’t buy your customers. Promotional offers, special discounts, and giveaways may motivate more sales – during the promotional period. They may gain some brand favor while the free sample is being used or the discounted subscription pricing is in effect. MORE
For years, B2B marketers have largely viewed B2C loyalty tactics as irrelevant in their space. That’s why B2B marketers can’t afford to overlook the opportunity to learn from their B2C counterparts, who are experts at driving customer loyalty. And Forrester’s latest research report, B2B Loyalty, The B2C Way , outlines practical ways B2B marketers can apply B2C principles to deepen relationships and engagement. Deepen engagement to lock in loyalty. MORE
Customer loyalty is a measure of how satisfied your customers are and how likely they are to share their experience with others: Existing customers are 70% more likely to buy a product or service than a new client. The performance of every company is now measured online (or will be soon), so you can’t really ignore customer loyalty. 14 Ways to Improve Customer Loyalty During COVID-19. Your invoice is another vital – yet most-ignored – place to improve customer loyalty. MORE
Engaging loyalty programs can help you acquire and retain customers, create personalized experiences , and increase your customer lifetime value. Here are some best practices to follow to ensure your subscription business is making the most out of its loyalty program. Traditionally, loyalty programs have allowed members to earn points for purchase – 10 points per dollar spent on each box or product, for example. " Customer Loyalty MORE
Brands need to know understand what motivates loyalty from their customers. Numerous research studies have identified three main classifications of loyalty, they are: Behavioral loyalty which is when the customer shops with a brand because it’s convenient. Their loyalty is driven by habit rather than a genuine connection to the brand. Research from Forrester concludes that emotion is the biggest driver of loyalty in many industries. MORE
In this sense, it is interesting to ask: how to gain the reader’s loyalty? The answer begins to be formulated when we carefully look at the definition of “loyalty” In this way, it is possible to start discussing how to improve results and retain visitors on the website. MORE
Building customer loyalty has always been about gathering data. As part of go to market, loyalty initiatives include a mix of actions, such as VIP programs, product upsells, and campaigns for user-based reviews. Loyalty marketing has evolved over the years. MORE
Want to keep your customers around, boost their loyalty, and engage them with fun and convenient content? The post Level Up Your Customer Loyalty with Gamification appeared first on Marketing Insider Group. Of course you do. And not just at the start of the customer journey, but in the middle and end stages of the marketing funnel. These golden customers are the ones who become your brand advocates, the buyers […]. MORE
Customer marketing programs and loyalty reward strategies have been around for a couple hundred years , and have obviously evolved significantly. Aggregate programs like green stamps, box-tops and “get the 10th one for free” have been around since the emergence of consumer power brands, and they paved the way for perhaps the biggest loyalty program of them all — airline miles. Modern Loyalty in the Digital Age. Customer Loyalty MORE
Remember, the goal is to show customer appreciation and build brand loyalty — there shouldn’t be too many hoops to jump through. Offering exclusive access can build brand loyalty. MORE
Creating a strong bond of loyalty. While the world of B2B can be perceived as lacking in warmth and perhaps even superficial at times, there are tremendous opportunities to create bonds of loyalty between two B2B organizations. Such connections produce loyalty. MORE
Well, loyalty doesn’t happen overnight. To reach “cult loyalty” status, like Apple’s fanatics, customers must identify with your brand on a deeper level. And one way to achieve that is through well-developed loyalty programs. The post 5 Ways to Create Super-Addictive Loyalty Programs appeared first on Marketing Insider Group. Marketing Strategy B2B Marketing Customer Satisfaction & Loyalty Marketing InnovationYou want customers to love your brand. MORE
Loyalty is the answer. Brands investing in customer loyalty can help drive engagement and retention and attract new customers simply by designing a program that rewards existing customers and appeals to new ones. Let’s take a look at some of the tactics brands can use when strategizing their loyalty initiatives. Surprise & delight is an effective tactic to employ as part of your loyalty initiative. ” Customer Loyalty MORE
And then there’s the quotes and statistics about the benefits of customer loyalty , aka customer retention. Because of stats like that (or maybe because of competition, or because of pressure to grow, or simply due to the awareness of all this), B2B loyalty programs are on the rise. There’s more and more examples of them working, and marketers are increasingly prioritizing these loyalty programs. Good loyalty programs are fueled by both emotions and financial rewards. MORE
As a result, many beauty brands are investing in loyalty solutions to help them stand out from the competition and increase customer retention. Because of this, loyalty programs that incentivize and reward customers for engaging with content provide tremendous value to the brand. Let’s take a look at the newly launched “tarte <3 rewards” loyalty program powered by CrowdTwist and the best practices the brand has embraced. ” Customer Loyalty MORE
CrowdTwist recently conducted research into consumer attitudes towards loyalty programs, brand engagement, emerging technologies, and shopping experiences. However, the research finds that engaging, omnichannel loyalty programs are valuable to consumers. During this age of increasing consumer distrust, loyalty programs provide brands the opportunity to capture rich, opt-in customer data. Loyalty programs offer a competitive advantage. ” Customer Loyalty MORE
The Loyalty Challenge. Loyalty is extremely difficult for telecommunications brands to attain, especially due to the lack of differentiation in the product and service offerings. ” Successful loyalty programs provide telecommunications brands with the ability to differentiate from the competition and reduce churn. Let’s take a look at some of the benefits telecommunications brands can expect when adopting a loyalty program. MORE
Lu xury brand marketers who are considering loyalty programs are often concerned that they won’t align with the image or appeal of the brand. Traditional spend and get loyalty programs reward customers with discounts and couponing, which many luxury brands could argue “cheapens” their offering. However, the most effective luxury loyalty programs in market today go beyond discounting to provide value for members. Customer Loyalty MORE
But it’s more pertinent than ever before in today’s crowded digital landscape, where businesses struggle to build customer loyalty in an ever-expanding field of competitors. This is a troubling trend, considering the fact that trust is the foundation of customer loyalty. The good news is, there are plenty of ways for your company to earn trust and loyalty from your customers, even in today’s busy marketplace. Let’s get into our top five strategies to build customer loyalty! MORE
It’s no secret in the marketing world that the goal of a loyalty program is two-fold: to improve customer acquisition and retention while collecting customer data. Those generalized personas were a boon for businesses when loyalty programs were in their infancy, but in today’s data-rich age, an evolved loyalty program will put that data to work in order to hyper-personalize individual customer experiences. to earn 10 loyalty points. MORE
M ultichannel loyalty and engagement solutions make it possible for CPG brands to not only collect purchase data, but combine that information with engagement measures to obtain a consolidated view of consumers. For example, companies can incentivize consumers to read a blog , share feedback, tweet about a brand, or update their profiles to earn loyalty points. ” Customer Loyalty MORE
An investment in loyalty can help a brand stand out from the competition, drive brand awareness, and increase revenue. Here’s how to design a loyalty program that that boosts the profile of your brand. A loyalty program’s membership is made up of a brand’s best customers and most likely advocates. Sleep Number’s online loyalty program, InnerCircle, rewards members for introducing new customers to the brand. MORE
Ilana Leykekhman, Senior Director of Strategy & Planning at CrowdTwist, recently sat down with Julio Lopez, Associate Director of Client Strategy at Movable Ink and Max Yelm, Head of Strategic Partnerships at Curalate to discuss how brands can enhance their marketing strategies using User Generated Content (UGC) and loyalty. Reward your best customers using your loyalty program to gather UGC. Use your UGC to drive more loyalty program engagement. MORE
Loyalty programs are pretty commonplace with consumer brands but don’t seem to be as prevalent in B2B. This is because the traditional loyalty model of cash incentives doesn’t translate as well to business customers. The post 5 Tips for B2B Loyalty Programs Inspired by B2C appeared first on Influitive. In B2B, purchase decisions involve more than one stakeholder and your core user is not always the person paying the bill. […]. MORE
Whether loyalty is a new concept for your company or you’re considering making a greater investment, here’s a guide to finding the right loyalty technology solution to meet your brand’s needs. Define your loyalty program objectives. Before you start thinking about program design and setting up demos with vendors, establish what exactly you want from your loyalty program from a business perspective. ” Customer Loyalty MORE
What’s the difference between customer retention and customer loyalty? The difference between customer retention and customer loyalty is more than a difference in vocabulary. While they share some similarities, retention and loyalty cannot be used interchangeably when describing customers. Loyalty goes beyond spending money. The difference between customer retention and customer loyalty lies right here. MORE
year-over-year increase from 2017 , many marketers are eager to “reward” their customers for their loyalty with ongoing promotions and offers to the inbox. Loyalty programs should always be treated as promotional, and not transactional, messaging. Particularly for senders with dedicated transactional IPs, the idea of sending loyalty campaigns as a transactional message is tempting. Through this lens, loyalty programs clearly fall into the latter category. MORE
To keep customers active in your loyalty program, it’s essential to reward members beyond discounts and demonstrate the value of continuous participation. ” Let’s take a look at the ways you can build stronger, more profitable relationships with your customers and engage loyalty members beyond transactions. Consumers have high expectations when it comes to loyalty programs, as a result brands must demonstrate relevance. ” Customer Loyalty MORE
Customer loyalty is a top priority for many brands. Through loyalty programs, brands have found that they can encourage customers to come back on a regular basis, often choosing their brand over other nearby businesses. But how much must a company spend to maintain that loyalty? As the article Closing the Gap Between Revenue and Loyalty Management points out, a brand can give away more than it actually has to at the expense of valuable revenue. MORE
Watch part 1 of the discussion on loyalty marketing with David Slavick and Jay Weinberg of Ascendant Loyalty; and Anders Ekman, President of V12. Contact us to learn how V12 and Ascendant Loyalty can can help you target and retain your most loyal customers. MORE
The importance of building customer loyalty. But building up customer loyalty has long-term benefits beyond immediate cost savings, too, in the form of customer lifetime value. Go-to-market plays to build loyalty include upsell campaigns; Net Promoter Score campaigns; customer referral campaigns; loyalty program rollouts; and automated customer service surveys. MORE
More and more restaurants are investing in loyalty programs that go beyond a simple “points for spend” model to differentiate their business and to retain and attract customers. To build long term loyalty, QSRs need to develop programs that drive unique value, deliver convenience, and engage their customers when and where they spend their time. The best loyalty programs in any industry go beyond offering discounts. ” Customer Loyalty MORE
Consumer expectations set the bar for customer experiences which directly impact brand loyalty. Most brands are moving towards adopting an omnichannel loyalty approach. A successful omnichannel loyalty program will connect customers to a brand across all touchpoints. Obtaining data about a customer can help you move the needle on a number of loyalty marketing initiatives. ” Cross Channel Marketing Customer Loyalty MORE
But customer loyalty is the key to reach sustainable growth in any business. Let’s talk about what it is, why to do it, and how to plan a perfect customer loyalty program. We’ll cover the following topics: What is customer loyalty? What is customer loyalty? MORE
Positive customer experiences have been linked to not only an increase in revenue but can influence customer loyalty. A recent Temkin Group study found that customer experience influences the following loyalty behaviors in consumers: Recommend a company Repurchase from a company Trust a company Forgive a company Try a new offering right away. This loyalty improves all aspects of your business including revenue. There’s no question that customer experience is important. MORE
Loyalty Related Topics Oracle
JUNE 15, 2020
Customer marketing programs and loyalty reward strategies have been around for a couple hundred years , and have obviously evolved significantly. Aggregate programs like green stamps, box-tops and “get the 10th one for free” have been around since the emergence of consumer power brands, and they paved the way for perhaps the biggest loyalty program of them all — airline miles. Modern Loyalty in the Digital Age. Customer Loyalty
Oracle
FEBRUARY 15, 2020
CrowdTwist recently conducted research into consumer attitudes towards loyalty programs, brand engagement, emerging technologies, and shopping experiences. However, the research finds that engaging, omnichannel loyalty programs are valuable to consumers. During this age of increasing consumer distrust, loyalty programs provide brands the opportunity to capture rich, opt-in customer data. Loyalty programs offer a competitive advantage. ” Customer Loyalty
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Oracle
MARCH 17, 2020
The Loyalty Challenge. Loyalty is extremely difficult for telecommunications brands to attain, especially due to the lack of differentiation in the product and service offerings. ” Successful loyalty programs provide telecommunications brands with the ability to differentiate from the competition and reduce churn. Let’s take a look at some of the benefits telecommunications brands can expect when adopting a loyalty program.
Oracle
FEBRUARY 21, 2020
Loyalty is the answer. Brands investing in customer loyalty can help drive engagement and retention and attract new customers simply by designing a program that rewards existing customers and appeals to new ones. Let’s take a look at some of the tactics brands can use when strategizing their loyalty initiatives. Surprise & delight is an effective tactic to employ as part of your loyalty initiative. ” Customer Loyalty
Oracle
MARCH 8, 2020
Engaging loyalty programs can help you acquire and retain customers, create personalized experiences , and increase your customer lifetime value. Here are some best practices to follow to ensure your subscription business is making the most out of its loyalty program. Traditionally, loyalty programs have allowed members to earn points for purchase – 10 points per dollar spent on each box or product, for example. " Customer Loyalty
Oracle
DECEMBER 19, 2018
year-over-year increase from 2017 , many marketers are eager to “reward” their customers for their loyalty with ongoing promotions and offers to the inbox. Loyalty programs should always be treated as promotional, and not transactional, messaging. Particularly for senders with dedicated transactional IPs, the idea of sending loyalty campaigns as a transactional message is tempting. Through this lens, loyalty programs clearly fall into the latter category.
|
Oracle
MARCH 4, 2020
Consumer expectations set the bar for customer experiences which directly impact brand loyalty. Most brands are moving towards adopting an omnichannel loyalty approach. A successful omnichannel loyalty program will connect customers to a brand across all touchpoints. Obtaining data about a customer can help you move the needle on a number of loyalty marketing initiatives. ” Cross Channel Marketing Customer Loyalty
Oracle
FEBRUARY 15, 2020
Brands need to know understand what motivates loyalty from their customers. Numerous research studies have identified three main classifications of loyalty, they are: Behavioral loyalty which is when the customer shops with a brand because it’s convenient. Their loyalty is driven by habit rather than a genuine connection to the brand. Research from Forrester concludes that emotion is the biggest driver of loyalty in many industries.
Oracle
APRIL 1, 2020
Whether loyalty is a new concept for your company or you’re considering making a greater investment, here’s a guide to finding the right loyalty technology solution to meet your brand’s needs. Define your loyalty program objectives. Before you start thinking about program design and setting up demos with vendors, establish what exactly you want from your loyalty program from a business perspective. ” Customer Loyalty
Zoominfo
SEPTEMBER 10, 2020
Building customer loyalty has always been about gathering data. As part of go to market, loyalty initiatives include a mix of actions, such as VIP programs, product upsells, and campaigns for user-based reviews. Loyalty marketing has evolved over the years.
SendX
OCTOBER 20, 2020
Remember, the goal is to show customer appreciation and build brand loyalty — there shouldn’t be too many hoops to jump through. Offering exclusive access can build brand loyalty.
|
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Act-On
NOVEMBER 29, 2016
And then there’s the quotes and statistics about the benefits of customer loyalty , aka customer retention. Because of stats like that (or maybe because of competition, or because of pressure to grow, or simply due to the awareness of all this), B2B loyalty programs are on the rise. There’s more and more examples of them working, and marketers are increasingly prioritizing these loyalty programs. Good loyalty programs are fueled by both emotions and financial rewards.
Oracle
MARCH 1, 2020
Loyalty initiatives have been traditionally considered a better fit in the B2C rather than B2B space. With long, complex sales cycles and buyers that aren’t as responsive to discounts and coupons, many B2B marketers have rejected the concept of loyalty programs. However, due to increased competition and price wars, B2B companies are realizing the value in investing in loyalty. A loyalty program that adds true value to the target customer can set your business apart.
RockContent
OCTOBER 13, 2020
But customer loyalty is the key to reach sustainable growth in any business. Let’s talk about what it is, why to do it, and how to plan a perfect customer loyalty program. We’ll cover the following topics: What is customer loyalty? What is customer loyalty?
Oracle
MARCH 26, 2020
An investment in loyalty can help a brand stand out from the competition, drive brand awareness, and increase revenue. Here’s how to design a loyalty program that that boosts the profile of your brand. A loyalty program’s membership is made up of a brand’s best customers and most likely advocates. Sleep Number’s online loyalty program, InnerCircle, rewards members for introducing new customers to the brand.
Oracle
APRIL 13, 2020
To keep customers active in your loyalty program, it’s essential to reward members beyond discounts and demonstrate the value of continuous participation. ” Let’s take a look at the ways you can build stronger, more profitable relationships with your customers and engage loyalty members beyond transactions. Consumers have high expectations when it comes to loyalty programs, as a result brands must demonstrate relevance. ” Customer Loyalty
Oracle
APRIL 1, 2019
It’s no secret in the marketing world that the goal of a loyalty program is two-fold: to improve customer acquisition and retention while collecting customer data. Those generalized personas were a boon for businesses when loyalty programs were in their infancy, but in today’s data-rich age, an evolved loyalty program will put that data to work in order to hyper-personalize individual customer experiences. to earn 10 loyalty points.
Zoominfo
SEPTEMBER 4, 2019
But it’s more pertinent than ever before in today’s crowded digital landscape, where businesses struggle to build customer loyalty in an ever-expanding field of competitors. This is a troubling trend, considering the fact that trust is the foundation of customer loyalty. The good news is, there are plenty of ways for your company to earn trust and loyalty from your customers, even in today’s busy marketplace. Let’s get into our top five strategies to build customer loyalty!
Oracle
JUNE 10, 2020
M ultichannel loyalty and engagement solutions make it possible for CPG brands to not only collect purchase data, but combine that information with engagement measures to obtain a consolidated view of consumers. For example, companies can incentivize consumers to read a blog , share feedback, tweet about a brand, or update their profiles to earn loyalty points. ” Customer Loyalty
Oracle
MARCH 24, 2020
Lu xury brand marketers who are considering loyalty programs are often concerned that they won’t align with the image or appeal of the brand. Traditional spend and get loyalty programs reward customers with discounts and couponing, which many luxury brands could argue “cheapens” their offering. However, the most effective luxury loyalty programs in market today go beyond discounting to provide value for members. Customer Loyalty
Act-On
FEBRUARY 27, 2020
Current customers are your most dependable revenue source, so it’s important to inspire customer loyalty using these three customer marketing tactics. Customer Marketing Marketing Strategy
Tony Zambito
NOVEMBER 18, 2020
Creating a strong bond of loyalty. While the world of B2B can be perceived as lacking in warmth and perhaps even superficial at times, there are tremendous opportunities to create bonds of loyalty between two B2B organizations. Such connections produce loyalty.
Influitive
OCTOBER 11, 2015
Customer engagement is highly correlated to customer loyalty ,” says Aimee Lucas , Customer Experience Transformist and VP at the Temkin Group , a customer experience research and consulting firm. However, loyalty can generate revenue on another front: demand gen. Marketers know that finding ways to increase customer engagement is good for the bottom line.
Oracle
APRIL 6, 2020
As a result, many beauty brands are investing in loyalty solutions to help them stand out from the competition and increase customer retention. Because of this, loyalty programs that incentivize and reward customers for engaging with content provide tremendous value to the brand. Let’s take a look at the newly launched “tarte <3 rewards” loyalty program powered by CrowdTwist and the best practices the brand has embraced. ” Customer Loyalty
Marketing Insider Group
OCTOBER 2, 2018
Want to keep your customers around, boost their loyalty, and engage them with fun and convenient content? The post Level Up Your Customer Loyalty with Gamification appeared first on Marketing Insider Group. Of course you do. And not just at the start of the customer journey, but in the middle and end stages of the marketing funnel. These golden customers are the ones who become your brand advocates, the buyers […].
Single Grain
JULY 16, 2020
Customer loyalty is a measure of how satisfied your customers are and how likely they are to share their experience with others: Existing customers are 70% more likely to buy a product or service than a new client. The performance of every company is now measured online (or will be soon), so you can’t really ignore customer loyalty. 14 Ways to Improve Customer Loyalty During COVID-19. Your invoice is another vital – yet most-ignored – place to improve customer loyalty.
Influitive
FEBRUARY 26, 2020
Loyalty programs are pretty commonplace with consumer brands but don’t seem to be as prevalent in B2B. This is because the traditional loyalty model of cash incentives doesn’t translate as well to business customers. The post 5 Tips for B2B Loyalty Programs Inspired by B2C appeared first on Influitive. In B2B, purchase decisions involve more than one stakeholder and your core user is not always the person paying the bill. […].
V12 Data
DECEMBER 9, 2020
Watch part 1 of the discussion on loyalty marketing with David Slavick and Jay Weinberg of Ascendant Loyalty; and Anders Ekman, President of V12. Contact us to learn how V12 and Ascendant Loyalty can can help you target and retain your most loyal customers.
Zoominfo
SEPTEMBER 25, 2020
The importance of building customer loyalty. But building up customer loyalty has long-term benefits beyond immediate cost savings, too, in the form of customer lifetime value. Go-to-market plays to build loyalty include upsell campaigns; Net Promoter Score campaigns; customer referral campaigns; loyalty program rollouts; and automated customer service surveys.
Marketing Insider Group
JUNE 2, 2016
Well, loyalty doesn’t happen overnight. To reach “cult loyalty” status, like Apple’s fanatics, customers must identify with your brand on a deeper level. And one way to achieve that is through well-developed loyalty programs. The post 5 Ways to Create Super-Addictive Loyalty Programs appeared first on Marketing Insider Group. Marketing Strategy B2B Marketing Customer Satisfaction & Loyalty Marketing InnovationYou want customers to love your brand.
Oracle
MARCH 15, 2020
Ilana Leykekhman, Senior Director of Strategy & Planning at CrowdTwist, recently sat down with Julio Lopez, Associate Director of Client Strategy at Movable Ink and Max Yelm, Head of Strategic Partnerships at Curalate to discuss how brands can enhance their marketing strategies using User Generated Content (UGC) and loyalty. Reward your best customers using your loyalty program to gather UGC. Use your UGC to drive more loyalty program engagement.
RockContent
OCTOBER 27, 2020
In this sense, it is interesting to ask: how to gain the reader’s loyalty? The answer begins to be formulated when we carefully look at the definition of “loyalty” In this way, it is possible to start discussing how to improve results and retain visitors on the website.
Marketing Insider Group
SEPTEMBER 19, 2017
Even loyalty programs have an appeal, but they do nothing to establish brand authenticity. […]. The post How Customer Loyalty Is Really Earned appeared first on Marketing Insider Group. You can’t buy your customers. Promotional offers, special discounts, and giveaways may motivate more sales – during the promotional period. They may gain some brand favor while the free sample is being used or the discounted subscription pricing is in effect.
Influitive
APRIL 22, 2015
For years, B2B marketers have largely viewed B2C loyalty tactics as irrelevant in their space. That’s why B2B marketers can’t afford to overlook the opportunity to learn from their B2C counterparts, who are experts at driving customer loyalty. And Forrester’s latest research report, B2B Loyalty, The B2C Way , outlines practical ways B2B marketers can apply B2C principles to deepen relationships and engagement. Deepen engagement to lock in loyalty.
Outbound Engine
MAY 20, 2020
What’s the difference between customer retention and customer loyalty? The difference between customer retention and customer loyalty is more than a difference in vocabulary. While they share some similarities, retention and loyalty cannot be used interchangeably when describing customers. Loyalty goes beyond spending money. The difference between customer retention and customer loyalty lies right here.
Nuvi
OCTOBER 9, 2019
Positive customer experiences have been linked to not only an increase in revenue but can influence customer loyalty. A recent Temkin Group study found that customer experience influences the following loyalty behaviors in consumers: Recommend a company Repurchase from a company Trust a company Forgive a company Try a new offering right away. This loyalty improves all aspects of your business including revenue. There’s no question that customer experience is important.
Oracle
MAY 1, 2015
Customer loyalty is a top priority for many brands. Through loyalty programs, brands have found that they can encourage customers to come back on a regular basis, often choosing their brand over other nearby businesses. But how much must a company spend to maintain that loyalty? As the article Closing the Gap Between Revenue and Loyalty Management points out, a brand can give away more than it actually has to at the expense of valuable revenue.
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