The era of passive loyalty is over. We’re now in a new phase—where brands must earn more than repeat purchases. Emotional allegiance, behavioral momentum, and economic contribution must all be cultivated across every customer relationship.
This shift demands a rethinking of how loyalty is measured. Most brands still track enrollment, redemptions, and Net Promoter Scores—metrics that are often static, shallow, and prone to misinterpretation. They are useful only....