Delivering exceptional customer experiences is the best way to secure brand loyalty and fend off the competition. In our recent survey of Middle East brands, 69.5% of respondents argued that experience is the best competitive advantage.
Our respondents also put credence into personalizing brand interactions with customers and developing a tailored CRM strategy. Strategizing deliberate and personalized engagement across business functions requires a well defined CRM strategy with metrics in place. CRM needs to have tangible and quantifiable objectives that deliver the brand promise in every interaction, across multiple channels.
Interestingly, launching loyalty programmes was cited as the least effective way to secure brand loyalty – suggesting loyalty is not about points and programmes, but more about brand trust and credibility.
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