Customer Loyalty Isn’t What It Used to Be



The Internet and digital tools such as advanced search engines, review sites, price comparison apps, and social media platforms have changed how consumers make purchasing decisions. And the traditional means through which companies built up loyalty — points and perks programs and advertising — are no longer as effective as they once were. Smart marketers recognize that in today’s highly interconnected, information-rich world, they must listen and learn from customers’ actual experiences and rapidly adapt the company’s products and services to their changing expectations. It’s imperative for customer-facing companies of all types to engage in active dialogue and incorporate and process feedback as part of their business strategy.
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