There is not one but many ways to define a loyal customer depending on business models, values, corporate histories.
But HOW do the managers interviewed motivate their customers to stay loyal to their brands, products, services & points sales ?
Before answering this question, let us remember that although very different, loyalty building campaigns can be very close to sales promotions & public relation activities if you consider some of their effects (customer acquisition / image) in the short & long terms.
To avoid any confusion, every manager must set clearly their loyalty building objectives during strategic marketing planning.
What is for your business loyalty building ?
I’d be glad to have your comments & feedbacks.