There is a reasonable amount of confusion about loyalty and retention, but the two are not the same. Loyalty is personal and emotional for your customer, while retention is how your company measures its ability to retain customers over time. One is external to your business; the other is internal. What’s the big difference? Customer loyalty is the emotional relationship a customer has with your brand. That connection is what drives repeat purchases – which is measured as retention. Loyalty is a primary reason why a customer....

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