Loyalty 360 Releases “Engagement Is the Journey, Loyalty Is the Destination”

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New white paper explores the relationship between customer engagement and loyalty, assesses ability of new technologies drive engagement

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Loyalty 360 – The Loyalty Marketer’s Association announces the release of its new white paper, “Engagement is the Journey, Loyalty is the Destination.” A free download of the white paper is available at http://www.loyalty360.org/white_papers/engagement-is-the-journey-loyalty-is-the-destination/.

“In talking with marketers, we realized that customer engagement is a concept that is often very misunderstood,” says Mark Johnson, CEO of Loyalty 360. “Too often marketers use the terms engagement and loyalty interchangeably. Understanding the differences and interconnection between the two, however, is the key to building and maintaining strong, sustainable, profitable customer relationships.”

As “Engagement is the Journey, Loyalty is the Destination” explains, developing an engagement strategy begins with identifying the customers’ expectations from the brand. What are they looking for when they reach out to a brand? What do they want the brand to deliver? It is an accepted belief that when customers buy products or services, they expect quality delivered with good service at an equitable price. How experiences with a brand make a customer feel ---- which is critical because more than 70% of consumer loyalty and spending decisions are based on emotional factors --- is what sets it apart from the competition.

Loyalty 360 has identified several key “feelings” that engage the customer, solidify the connection, and move the customer along the loyalty continuum. These drivers include:

  •     I want to feel valued by the brand
  •     I want to be able to trust the brand
  •     I want the brand to be relevant in my life
  •     I want a personal relationship with the brand
  •     I want the brand to be humble
  •     I want to feel part of the greater good

The report also assesses how adept various tools and technologies are at moving customers along the path to loyalty. “Companies employ a variety of initiatives to stir up customer interest in their products and services. Many marketers may be surprised, however, to see that we’ve rated popular touchpoints such as Twitter, Groupon and social networks like Facebook as being ineffective in creating and deepening customer engagement,” explains Johnson. “While important in igniting a dialogue between the brand and the consumer, when you get under the hood of these tactics you see that they don’t deliver the type of experiences that engage customers and drive them toward loyalty.

About Loyalty 360
Loyalty 360 is an unbiased, market driven, voice-of-the-customer focused clearinghouse and think-tank that is committed to bringing customer loyalty to the forefront as a critical marketing strategy. A trusted source for cutting-edge research, best practices, and networking opportunities, Loyalty 360 gives members the expert insights and guidance they need to better understand loyalty and develop programs that effectively engage their customers and employees and build stronger relationships with them. http://www.loyalty360.org

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Cindy Kazan
Loyalty 360
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