Customer Experience and Loyalty
Treat loyalty like a mission, not a program.
Loyalty is harder than ever to come by. Disruptors and new technologies have forever altered the customer experience. Empowered buyers demand more every day. And they’ll gladly ditch you if some other brand meets their expectations better than you do.
This is the world we live in. So it’s not enough to be a company with a loyalty program. As leading research and advisory firm Forrester puts it, your brand has to “be a loyalty company.” That means prioritizing the experience over loyalty program mechanics, having a single source of truth about your customers, and implementing technology that enables richer interactions. Loyalty is an effect, the sum total of someone’s experiences with your brand. It can’t be measured by points. You have to see every customer as a potential evangelist.
