In its 2023 Customer Loyalty Trends and Perspectives report, Loyalty360 found that, while consumers are looking for more value from loyalty programs, they also expect those brands to share their values and beliefs. As a result, brands are looking to generate more emotional loyalty with their efforts.
However, unlike transactional loyalty, emotional connection is more difficult to measure and plan. As brands invest in their corporate social responsibility (CSR) efforts, they have to focus on finding the overlap between customer and....