McKinsey articles are always a solid source of data and insights, but this article could be neatly summarised thusly: to earn customer loyalty, offer (customers’ perception of) value, and be easier to engage with. That’s pretty much it in a nutshell.

My encounters with loyalty schemes (both as a consultant and customer) often makes me question whether the people who run them have ever tried being a customer of their business; that is, live the actual experience of their customers in engaging with their business, without all the shortcuts and insider benefits of being an employee.

#experience #business #customerengagement #loyalty #loyaltyprograms

https://lnkd.in/eD4KrVek