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Many brands truly believe that they have attained an emotional 'loyalty' relationship with their customers. But is emotional loyalty between a customer and a brand really obtainable?
The ICLP white paper tackles issues such as:
• The assumption that irrational, emotional engagement with customers is the sole domain of the brand marketing function.
• Why the word 'loyalty' is a misnomer in loyalty marketing and can steer programmes in the wrong direction.
• The reason why some loyalty programmes are undermining, rather than enhancing, corporate value, brand values and customer relationships.
• How to use research tool 'Net Promoter Score' (NPS) to create a value measure for true 'loyalty'.
"'No such thing as loyalty' may appear to be a controversial statement to make, particularly when voiced by respected loyalty marketing experts like ICLP. However, many brands mistakenly believe they have attained an emotional 'loyalty' relationship with their customers, comprising of mutual trust and brand devotion, when this is clearly not the case. Our latest white paper defines the important differences between true customer loyalty and using customer data and insight to generate an incremental shift in behaviour."
comments Dion Maritz, General Manager, ICLP Dubai.
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Posted by Siba Sami Ammari
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