CRM expert Jean-Paul Lafaye thinks many businesses, especially airlines, have a long way to go with their loyalty programs.
Marketing strategies are no longer simply about releasing a product and following that up with a bombardment of marketing.
“Marketing has become an almost real-time activity,” he said in an article in India's Economic Times. “Consumers will judge your brand in minutes and are instantly able to judge its performance.”
Loyalty programs, he says, are only a small part to what company's CRM strategy should be. He believes in order to retain loyal customers you need to address their needs specifically and build a strong brand perception to keep them. While CRM has generated a mountain of data, the next question will be how to use it successfully.
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