It seems nearly every company today has a loyalty program, but the meaning of loyalty itself is often still a mystery.
Customer loyalty in 2021 looks different than it has in the past and even than how many companies view it.
According to Bram Hechtkopf, CEO of marketing company Kobie, loyalty is more than just how a customer behaves. A customer who regularly purchases from the same company can appear loyal, but what matters more than the transaction is their emotional loyalty, or how they feel about a brand.
Hechtkopf breaks emotional loyalty into three areas: status, habit …
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