ORLANDO -- The customer experience is critical to creating loyalty, according to Lillian Murphy, Vice President, Customer Retention & Loyalty, Orbitz Worldwide. Murphy was part of a loyalty expert panel on Thursday at the 6th annual Loyalty Expo. Murphy said make sure all your channels are being optimized because “as an online entity, the alignment of our message is critical to us.” Brands must remove any barriers for customers so they can engage. “I’m a big fan of simple, clear messages,” Murphy....

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