FEATURE
THE IMPORTANCE OF BRAND LOYALTY AND CUSTOMER ENGAGEMENT
For businesses to succeed , they must establish a loyal customer base . It ’ s harder than it sounds and companies that have spent years building a strong clientele can lose them overnight , in some scenarios . So , while business is about finding the right target market , it ’ s also about learning how to keep those customers . Intelligent CXO spoke to three experts to gather their insights and thoughts into how to ‘ lock-in ’ brand loyalty and customer engagement .
With the world pivoting to digital , the retail industry has had to completely reimagine the way it engages with customers . The new way of doing business has caused large-scale disruptions in the role of digital media , customer behaviour , payment methods and data management . Retailers must leverage the wealth of customergenerated data to keep pace with the constantly changing customer requirements and remain a step ahead of the demand curve .
" Retailers need to target customers with hyperrelevant content to foster meaningful , longlasting connections with the brand ," said Alpa Shah , ICT , Global VP of Customer Experience at Frost & Sullivan . " With the right technology , they can gain insights into what works and what does not in their internal and customer-facing operations . The first step is to ensure that customers have an easy way to provide that input . An investment in voice of the customer analytics enables retailers to immediately hear positive and negative experiences , understand behaviours and predict actions in each channel of interaction ."
Frost & Sullivan ' s latest white paper , Elevating the Customer Journey in the Retail Industry , explores how voice of the customer analytics can help retailers enhance digital experiences for customers .
To gain more insight into consumers and their loyalties , Intelligent CXO spoke to three experts
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