BUSINESS STRATEGY
Where do customers ’ loyalty lie ?
Customer retention is becoming increasingly difficult as brands compete against each other . Ganga Ganapathi , VP Head – Marketing and Client Success , Epsilon APAC & MEA , EU provides further insight into where customers ’ loyalties lie in 2022 .
Loyalty . A word that evokes emotion and brings to mind relationships where one is willing to go to great lengths to keep the other happy . Loyalty cannot be bought or sold with points , freebies and discounts alone , but needs to transcend the altar of emotions .
With COVID-19 and all its challenges came intense competition for a share of the customer ' s heart and mind . As Digital Transformation travelled across businesses , marketers gained access to a treasure trove of data . And customers began to consolidate their brand affinities to interact with fewer stores , delivery services and loyalty cards .
So how do we now redefine and reinvent our relationships with increasingly discerning customers ?
Brands that truly understand their customers are intuitive to their aspirations , motivations and barriers . Mapping these intangibles to technology brings alive the
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