What Brands Must do to Close the Loyalty Chasm

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In an upcoming webinar, hosted by Loyalty 360, ICLP will share research revealing what makes consumers loyal to a brand and will demonstrate how companies can improve their efforts to enhance the customer experience.

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What is even clearer is that brands need to work harder to create more immediate value for their customers - the collect and save mechanic of rewards is no longer enough to keep the modern consumer active and engaged.

Brands around the world are missing the mark when it comes to fulfilling the needs of their loyal customers. According to a new global report from global loyalty agency ICLP, in association with Forrester Consulting, a ‘loyalty chasm’ has been identified between what’s really important to consumers versus what brands are delivering, and brands must find ways to bridge this gap.

Given the challenging economic climate worldwide, customer loyalty has now become more important than ever. But according to the research, brands are failing to deliver what their loyal customers want – including instant and flexible rewards, and the ability to redeem rewards in different ways.

On Feb. 28 at 1 p.m. EST, Loyalty 360 will host a webinar titled, “Crossing the Chasm to Drive Greater Loyalty,” which will be presented by ICLP. This webinar will answer questions such as: What is most important to consumers in driving their loyalty? Where are most brands failing to meet customers' expectations? How can brands cross this loyalty chasm?

Kevin Yeow, President, ICLP Americas, and Vicki Kubota, Group Account Director of ICLP San Francisco, will share the report’s findings and highlight specific opportunities for brands in the U.S. to drive consumer loyalty and advocacy now and in the future. They will discuss what consumers want and expect in terms of reward, recognition and interactivity; the channels in which consumers want to engage and interact with brands; and where brands can better meet consumer expectations to drive greater loyalty.

Mignon Buckingham, Managing Director for ICLP Worldwide, said the report shows that in more mature loyalty markets informed consumers want more control and more choice over the way they are rewarded by brands. “What is even clearer is that brands need to work harder to create more immediate value for their customers - the collect and save mechanic of rewards is no longer enough to keep the modern consumer active and engaged,” Buckingham said.

Join Loyalty 360 and ICLP on Feb. 28 at 1:00 PM EST for a revealing look at the loyalty chasm dilemma and possible solutions for brands. For more information, please visit: http://loyalty360.org/conferences/event/crossing-the-chasm-to-drive-greater-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 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. For more information visit loyalty360.org

About ICLP
Dedicated to loyalty since 1987, ICLP is a worldwide leader in loyalty marketing and customer relationship management. ICLP offers a full range of B2B and B2C loyalty services – determining strategies, uncovering insights, engaging customers across multiple touch-points, and delivering and operating loyalty programmes.

ICLP has offices in 17 key locations in 15 countries across 6 continents. With a unique mix of experience, innovation, expertise and passion, ICLP has helped over 300 clients in 45 countries, across multiple industry sectors, to develop greater loyalty and more profitable customer relationships.

ICLP is celebrating 25 years as a loyalty specialist and is part of The Collinson Group, a privately owned and independent organisation acknowledged as a global leader in specialist travel membership, insurance and marketing products and services.

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Erin Raese
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