Have you read the 2013 Loyalty Manifesto? I recently gave it a second look and there was one term that popped out to me because I hadn’t seen it before: “contextual loyalty”. It was coined by Loyalty Truth to describe the current loyalty landscape where, due to the emergence of mobile and social media, there are now a number of ways that your company or brand can engage with customers—and customers can engage with you.
The manifesto cited several key....