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November 12: Loyalty Links & Likes

Screen shot 2012-06-20 at 9.38.29 AMCustomer Loyalty in the Age of Big Data – Knowledge@Wharton

While many businesses have embraced the idea of big data and analytics, not all of them are properly using it to make business decisions. This item illustrates that using big data to engender customer loyalty takes more than just acquiring raw data; it requires having the right data and knowing how to use it.

Brands: Why You Need Engagement-Based Loyalty – BizReport

This Q&A with PowerReviews CEO Matt Moog explores the differences between transactional and engagement loyalty. Brands over the past few years began placing a stronger emphasis on engagement loyalty as they start to see the benefits of deeper relationships with customers, who then share their affinity for a brand with others.

Building Customer Loyalty Through Technology – National Retail Federation

This article highlights some of the lessons learned at the recent Shop.org Summit, and explains why e-commerce technology, with integrated personalization and analytics, can help foster loyalty across numerous channels.

The Longest Lasting Emotions in Customer Experience – Forbes

Recent research released from the University of Leuven, in Belgium, analyzed which emotions last the longest and why. This article breaks down the results of the study and what implications it has on the emotional aspects of the customer experience.

Loyalty Programs and Fraud: What You Need to Know – Conde Nast Traveler

With 70% of the $14 trillion loyalty market at risk of computer hacks and fraud, it’s clear that consumers need to understand the risk associated with giving their personal information to loyalty programs. This article points out that some loyalty currencies are every bit as good as cash, and need to be protected as such or risk customer backlash.

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