Early last year we presented the idea of the five C’s of loyalty: collaboration, content, community, commitment, and commerce. Loyalty as an idea and a discipline has evolved a great deal over the past several years and the pace of change will only accelerate in 2014 and beyond.
The financials are clear and we are all cognizant of them: It is much easier and profitable to keep the “right” customer than to search for the “right” customer. Most brands are more....