Loyalty As A Behavior, Not A Tactic

Successful loyalty programs are rooted in mutual understanding and fair value exchange — not just of goods and services, but of information. Customers agree to grant brands access to information about their habits, preferences and behaviors, IF brands agree to use that information to deliver them customized recommendations, offers and experiences. In fact, only by demonstrating an awareness of past and present engagements can mutually beneficial future ones be created, maximizing lifetime value for the brand and satisfaction for the customer in the process.

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