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Loyalty That Lasts
Evolving Growth Strategies to Activate Emotional Connections with Brands
Today’s consumer is seeking a deep, emotional bond with the brands they do business with, and yet new research reveals that organizations see dollar-signs – not people – when thinking of their customers.
While marketers admit their future growth and success will rely on leveraging deeper relationships with customers, 43 percent surveyed by the CMO Council admit that their organizations identify “transactional” as being the top attribute and descriptor of their customers.
It is time that brands create a cultural shift of defining customers, and customer loyalty, as a deeper, more lasting and unwavering attachment to the brand that is not predicated on savings, rewards or promotions, but rather a more receptive and open dialogue between buyer and brand based on emotional loyalty.
The 72-page report features key data gathered through an online audit of CMO Council members globally. Over 170 senior marketing decision makers took part in the study, with in-depth best practice interviews with brand leaders from AMC Networks, e.l.f. Cosmetics, Marriott Vacations, Nationwide Financial, Pabst Brewing, Perrin Paris and Prudential Financial.