Creating and maintaining customer loyalty is a long journey. Loyalty marketers must have an outlined strategy at the time of customer acquisition for how they are going to build, maintain and power lifetime connections over the course of the relationship. I like to think of powering lifetime connections in three stages: getting to know the customer, creating a plan for ongoing dialogue, and how and why marketers need to be nimble with their plan along the journey.

Today, let’s discuss the first stage, getting to know....

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