Brands Should Focus on Their Most Loyal Customers

When developing or enhancing a loyalty program, brands should focus on their most loyal customers – and not on acquiring new ones, according to David Robinson, senior marketing lecturer at the University of California-Berkeley.

Robinson told Loyalty 360 that customer acquisition and getting more business from loyal customers are the two main ways to generate new business, but “most firms overemphasize the first at the expense of the second.”

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