Michael Heusner
Oct 22, 2019

Brands don't understand value of customer loyalty: Study

Far too often, loyalty is a tactic to drive relationships instead of being the foundation of the relationship itself."

Brand marketing professionals have a dangerously outdated view of customer loyalty, according to a new report from the CMO Council.

The report, entitled Loyalty that Lasts, found that while product and price are still key elements, customers actually want to likeif not lovethe brands they do business with they want to see themselves, from their realities to their aspirations, embedded in each purchase.

Meanwhile, one in three senior marketing decision-makers...

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