The Loyalty Iceberg: Creating Human-Centered Experiences

For a long time, customer loyalty focused on two things: signups and discounts. The commonly accepted thinking was to capture email addresses and send promotions in order to increase transactions. In sum, traditional loyalty = transactional loyalty. But we now know that when it comes to creating enduring customer relationships, transactions are just the tip of the iceberg. A customer must choose you over the competition over and over – and for reasons beyond price. They....

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