We are all familiar with “convenience loyalty,” and brands are getting better at building it. Switching from one brand to another is time consuming, could lead to a mistake, and you could lose loyalty points or rewards that you have worked hard to build up over time. Customers in this group are loyal to their brands, but that does not mean they are connected, engaged advocates – or even satisfied.
The second type of loyalty is emotional, or true loyalty. This type of loyalty is an emotional commitment so strong that a customer would not even consider looking for an alternative. These customers are not interested in a better deal, promotion, or other types of rewards with another company. They are the true, loyal fans.
If these two types of loyalty are so relatable that everyone has experienced both at some point as a customer themselves, why is it so hard for brands to build emotional loyalty?
During this session, Loyalty360 will share findings from its recently published Emotional Loyalty Industry Brief and a panel of brand members will discuss their journeys of building emotional loyalty with customers, including challenges, successes, and the opportunity they see when it comes to building true, long-term loyalty.
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