Too often brand marketers think that, since loyalty is what they want, they can simply build a rewards program to deliver it. Think about the proliferation of loyalty programs that have emerged over the past ten years. How many you have signed up for? And how many have inspired your loyalty toward a brand?
While it’s safe to say that all brands want to understand who their loyal customers are, few know how to measure how likely their customers are to enter into and develop a real relationship with their brand. “If....