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If you want to embed loyalty into your brand as a standard behavior the first step isn’t simply the fine-tuning of your existing Customer Value and Loyalty programs.
That would amount to flying blind, albeit with good intentions. Rather, it’s breaking down loyalty into its component parts and understanding the personal motivations that define what loyalty really is and then building a program (or programs) that, via engagement, builds loyalty.
This step, in the rush to act....
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