CoCreating Purposeful Loyalty with Customers – and Their Data

This week, IBMs Institute for Business Value Global Consumer Study found that many customers will share their data with retailers or brands - but that they expect a few things in return. Specifically, they want customized offers tailored to their wants and needs.

This is not earth-shattering news. But having this research to drive this point home is helpful - primarily because many companies are taking custody of shopper data and not doing anything with it that provides meaningful value. At best this is neglectful and discourteous to your customer. At worst, it could be killing your companys future and delivering greater share of wallet to your competitors on a silver platter.

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