Original Article: strategy+business, Customer Loyalty Isn’t What It Used to Be
Traditional approaches to cultivating customer loyalty aren’t enough to equip companies for the seismic digital shifts hitting many industries today. Instead of relying on points programs, companies have to listen to customers and adapt products and services to their changing expectations. This article identifies four key customer experience capabilities to stay in touch with what customers are thinking and feeling and how companies can use this feedback to drive action. Companies that understand the full value of customer experience are developing core capabilities that provide a sustainable advantage in virtually every market.