What is customer loyalty, exactly? Far too often, marketers confuse loyalty programs with loyalty, when in reality, a customer’s devotion to a brand is so much more complex.
Today, customer loyalty means breaking through the noise to earn a consumer’s allegiance when he or she has access to countless options, better information and more devices to help inform a purchase decision. Modern consumers are empowered to change their minds and switch brands faster than marketers can say “rewards....