Rather than merely offering 'daily deal' discounts, the idea of 'expectation matching' based on voice of the customer (VOC) initiatives has been identified as the key to customer retention and driving sustainable brand growth, according to research by loyalty marketing association Loyalty 360.

Each brand's customers have similar yet distinct interests and expectations, and long-term customer loyalty is dependent upon the brand's ability to understand them, not only when they're acquired but also to use a data-centric marketing strategy to drive brand engagement and make them into loyal brand advocates. ckazan This article is copyright 2012 TheWiseMarketer.com).

According to Mark Johnson, CEO for Loyalty 360, "When the expectations of both the consumer and the brand are understood and refined through a process of interactive dialogue, the expectation is matched, and mutually beneficial outcomes and financial benefit for the brand are created."

So 'expectation matching' happens when customer-centric brands create both brand loyalty and engagement by using behavioural insights gleaned through a proactive dialogue with their customers…