What makes a customer loyal?

In Featured on App, Loyalty & CRM by Nicola Wartnaby1 Comment


We asked two of the region's biggest and most reputable brands in the Middle East, Etisalat and Jumeirah Group what they thought makes a customer loyal.

“A lot of things.  There are so many things that have to fall into place to enable the customer to become loyal to you.  Because at the end of the day loyalty is about having a personal relationship with customers.  It's a give and take.  To make a customer loyal to your product, you services, the whole experience has to come along and then you can always top it up with a nice loyalty programme – that's common to every industry.  But it has to be the product, your customer service, your processes, what your brand stands for – all these things, when led properly, creates loyalty.  And then you sprinkle it with a loyalty programme and give back to the customer.  Some people believe that programmes are the only thing that makes people loyal – it's actually the last thing” believes Adnan Idrees, Director of Loyalty for Etisalat, one of the biggest and most reputable brands in the Middle East.

We asked the same question and a whole host of others to the Director of Loyalty for the Jumeirah Group, Ayman Al Deik and put together both their views in this paper.  In it you'll find both their views on:

  • The definition of a loyal customer
  • How points and programmes compliment not create loyalty
  • Why social media is both friend and foe
  • How to design tangible and personalized rewards
  • Maximizing revenues from loyal customers
  • Where data has a role to play in driving loyalty
  • Metrics to measure loyalty and retention efforts
  • How to get promotions to push sales without damaging the brand

Download it here >


  1. Idris

    I am running a family business and the company is for than 30 years. We have loyal customers. We are not very much in the trend since we are in B2B and Branding and Marketing play a little part in this kind of business. So what make Baniyas a Leader is that in its 35+ years of existence you would not hear from a single customer that they have been cheated by us. Since in Management we believe that customer need the right product for the right use and hence we provide. So loyalty in my view is Quality products/services with Quality relationship.

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