Every experience point, every touch between a customer and a brand, contributes to a “relationship” between the two. But the relationship is more than the simple sum of experiences -- just as an organism is not merely a combination of cells. Customer-brand relationships are as complex and dynamic as those between people.

So every customer-brand experience point presents an opportunity to build and further strengthen that relationship – and every touch also involves the risk of under-delivering on customer....

Log in with your Loyalty Management subscription or Loyalty360 member credentials to access this Loyalty Management article.
Loyalty360 members can access a variety of member-only content including Loyalty360 In-Depth Exclusives, Analyst Briefs, all Loyalty Management articles, Hundreds of On-Demand Webinars and more.

Recent Content