Editor's Note Loyalty Driver

Conlon, Ginger
April 2013
Direct Marketing News;Apr2013 Supplement, Vol. 35, p4
The article presents the author's views on how marketers should promote customer loyalty. She says that an organization's brand promise is delivered to customers through marketing, which sets their expectations. She says that a customer's perception of that brand depends on whether the company is true to its words. According to her, marketers can help in customer retention through rewards programs, customer experience, and voice of the customer initiatives.


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