PART 1

A Broader View of Loyalty

Loyalty is about more than a rewards program where customers are fixated on point accumulation and the company is primarily concerned about the cost of contingent liability. Loyalty is about understanding your customers in detail and interacting with them in a highly personalized way at every point of contact with your brand.

A Road Map to Success

Many companies state they have a customer focus as one of their key mantras to drive market share and profitability. In reality, this typically only means having a strong customer service culture and the right products, but it does not entail the orientation and tools to implement a relevant and customer-centric approach in all marketing activities and service ...

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