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As 2022 kicks off, marketers, loyalty teams, and supplier partners are diving into a new period of customer loyalty plans and projects. A new year always brings additional opportunities, but in the world of customer loyalty, it can be difficult for marketers to choose the best path forward.
Where are marketers' efforts best spent as brands continue to evolve their customer loyalty efforts? Should marketers focus on data? What about new technologies? What's the next "big thing" for customer loyalty?
Loyalty360 asked supplier members for their thoughts on the most effective customer loyalty drivers and what brands should focus on in 2022. From the numerous responses we received, it was clear that there is no "one-size-fits-all" response to this question – depending on the brand, industry, budget, organization's focus, and maturity of its customer loyalty efforts, the drivers and trends to focus on may vary.
However, Loyalty360 saw five trends that stood out from the rest:
Perhaps one of the most crucial tools to developing true and impactful customer loyalty, personalization is necessary for most brands as customers are being hit with numerous communications through varied, assorted, and a growing number of channels and offers every day - and brands need to stand out from the crowd. Your customer wants to feel unique and sense that the brand “knows” them at some deeper level. When brands take the time to nurturer relationships with their customers via data and behavioral analytics, partake in 1:1 engagement, and genuinely value customer feedback, they reap the benefits and have a customer for life.
However, with technology companies such as Apple – and legislation focused on consumer security and privacy – marketers' lives aren't getting any easier with data and personalization. For this reason, customer loyalty strategies and the need for zero/first-party data will continue to be critical in 2022 and beyond.
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