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A Buyer's Guide to Enterprise Loyalty Management
18 Oct 2023
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Between drastic economic and social disruptions, changing consumer behavior, and rapid technological advancements, loyalty has undergone a paradigm shift for all stakeholders.
>> For customers, loyalty is not about their ‘brand loyalty’ but the ‘brand’s loyalty’ to them.
>> For the C-suite, loyalty management is expected to yield profits, not be a cost center.
>> For business leaders, loyalty is no longer a footnote to acquisition. The loyalty program is a product that needs to be sold and grown independently.
>> For IT, loyalty is no longer a tool or software, but a data-powered engine that supports strategic business growth.
As a result, loyalty management has to be more customer-centric, value-driven, cross-channel, and tech-enabled than ever before.
Do you want to read more on this topic? Marigold has commissioned a true loyalty expert, Let's Talk Loyalty, to create a buyer’s guide that provides consumer-facing enterprise loyalty teams with a useful manual to build the right strategy with the right partner. The guide is complete with checklists and assessment tools to ensure you're on the right track, and it covers the 3 crucial aspects companies need to focus on when thinking about a loyalty programme:
- Strategy: The overall company picture and how loyalty plays into it
- Technology: The greatest resources and platforms for balancing innovation and functionality
- Services: Capability for responsive and flexible execution
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