There has been a lot of buzz recently in the market from brands and technology providers alike that the customer loyalty industry is changing. This change is creating challenges for some in the market to “keep up.” While transactional programs remain common, brands have been strategizing ways to differentiate themselves. Still, the challenges of what to focus on, how to focus on it, and how to measure it persist, and in many cases they are getting harder.
One of the main ideas marketers have hit upon is customer....