What Does Customer Loyalty Really Mean, Anyway?

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Customer Engagement
Customer Experience
As customer savvy evolves, companies need to rethink how they define and build customer loyalty.

Customer loyalty is a term that gets bandied around among executives with customer-based responsibilities. For many, loyalty is synonymous with a points or rewards program. But as customer savvy evolves, companies need to rethink how they define and build customer loyalty.Today's feature article in 1to1 Magazine looks at how some companies and experts are rethinking loyalty. After all, retaining customers has become more difficult, writes Mila D'Antonio.

The Internet and social media have played a huge part in dismantling the loyal customer. These channels have created a new kind of customer--a well-informed, vocal consumer who relies on the feedback and reviews of her peers when making purchasing decisions.

As a result, a number of companies are evolving their loyalty efforts by applying unique approaches to customer retention--specifically in the areas of social media, proactive customer service, onboarding programs, and loyalty rewards programs.

Comcast, Verizon Wireless, and Ellie Mae financial are a few of the companies highlighted for their customer loyalty efforts. What other companies do you think take a unique and effective approach to customer loyalty? What are you doing at your company?

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