Programs
Loyalty Isn’t Dead
While some have argued that customer loyalty initiatives are ineffective in the digital era, Matthew Kelleher disagrees strongly. He writes, “It seems to me that the presumed death of customer loyalty can be used as an excuse, hiding the fact that marketers haven’t established a deep enough understanding of their individual customers to allow for the personalized marketing that will create that loyalty. Instead of challenging our own strategy, we blame customers themselves.&rdquo....