For Michelle Lapierre, Senior Director Customer Experience and Social Media, Marriott Rewards, brand loyalty extends beyond revenue.
“We are redefining value and loyalty just like everybody is,” Lapierre told Loyalty360. “We now have to take into consideration a much longer process to gain brand loyalists. It is no longer a look at how much value a loyal customer brings based on revenue, but how these loyal customers help to shape the brand. Emerging value - and value that has yet to have hard-and-fast metrics attached to....