Even more so when it’s a digital customer. Loyalty and engagement are the bedrock of value-added services, so what can businesses do to improve consumer interaction?
In business and commerce, the fact that the customer is always right – even when he or she is wrong – is axiomatic. In the digital era, this is even more so. With the greater choice and ease of purchase that digitisation affords the consumer, the importance of meeting expectations... increases in importance.
This is in large part why the loyalty ‘industry’ has under- gone a sea change over the past five years. In that time, old models based on static, transactional points-based programs have given way to a set of new, highly engaging ap- proaches to retention that are built for the new generation of demanding, social media- empowered digital natives. ‘Engagement’ is now a key part of ‘Loyalty’
Digitisation has created a new breed of savvy customers who are quick to voice their dissatisfaction when things don’t go their way, who are happy to challenge the status quo, and who are quick to change loyalties if their demands are not met.
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