The term “loyalty,” especially in reference to the relationship between brand and user/customer, defines the set of strategies and activities aimed at preserving and strengthening that relationship.
Thus, they fall under loyalty or customer loyalty strategies, programs and initiatives designed to increase customer value over time through the use of incentives, giveaways and rewards.
As can be easily guessed, a customer’s loyalty journey must be considered by the company as a true long-term investment, the positive outcomes of which also undoubtedly have repercussions on the positive word-of-mouth created around the brand and its image.
Selective, informed, elusive and increasingly difficult to please: faced with the modern consumer, the real challenge for marketers and strategists lies in their ability to give relevant customer experiences at every touchpoint, both physical and digital. The goal, as we can imagine, is to aim for customer loyalty, transforming the customer from an anonymous user to a true brand ambassador.
In such a context, it is well understandable how an in-depth knowledge of data and information covering the entire customer journey is a real value-add for the company. Here is where MarTech solutions such as Customer Data Platforms thus become valuable allies. Thanks to their ability to collect, normalise data from multiple sources, they enable the deployment of effective marketing automation and web personalisation strategies aimed precisely at customer loyalty.
