Loyalty

To transform the company to become more customer-centric, there should be a shift in the thinking. In many businesses, the CMO is the classic 'owner' of customer loyalty. But actually, every member of the C-suite should care about and commit to a loyalty-driven approach, and businesses need to make loyalty an organisation-wide priority.

What separates a good loyalty programme from a great one? Marketing leaders suggest building a programme that recognises the diversity of its intended customers and mirrors that diversity back in the composition of its rewards. Most large brands today have a rewards programme in place. This means that customers are choosing their favourites to deal […]

Last week, the Irish Data Protection Commission ordered Facebook’s parent company Meta to pay two fines totalling €390 million for being in breach of the EU’s overarching privacy law. The ruling is significant as data-protection history is being written as we speak. How enterprises react towards data privacy from a compliance or trust-building approach will […]

Customers are loyal based on pleasant feelings, encouraging reinforcement, and satisfying experiences. This justifies looking into the resources that will enable brands to gauge customer sentiment.

Poor data utilisation impacts member value understanding and personalisation, raising the possibility of attrition due to inadequate interaction.

Personalisation is a key driver of member engagement and activity. Loss of identity or failure to build progressively richer member profiles hurts two fronts, first, in loss of opportunity of spending growth on disengaged members; second, in lack of returns on investments made in loyalty liability.

Customer loyalty has a significant impact on retailers and brands’ bottom lines – increasing customer retention rates by five per cent and increasing profits by 25 to 95 per cent, according to research by Bain & Company.

The biggest obstacle is winning over the organisation and gaining its acceptance and support.