Customer Loyalty: A Relationship, Not Just A Scheme

The Deloitte Consumer Review

In this edition of The Deloitte Consumer Review, we are revisiting a theme explored in our 15th edition: the challenge businesses have in delivering a positive customer experience. We focus in particular on: customer loyalty.

Introduction

We believe traditional loyalty schemes need a rethink.

Not only because of changing consumer expectations, but also because they have become expensive to run and difficult to unwind. Securing customers' loyalty goes beyond having a loyalty programme. Loyalty is the brand's ability to be 'top of mind' in a customer's head as well as to secure a sense of allegiance from consumers. Allegiance is much harder to achieve at a time when every consumer has different expectations and responds to different triggers when it comes to engaging with a brand.