Conditional Love: What It Really Takes To Keep Customers Faithful

When creating relevant and personalized experiences, companies often claim they already know their customers well enough to accomplish this goal. But too often they use the same list of banal customer data categories to get equally banal business results. The outcome: They don’t understand the required “conditions” to win and retain a customer’s love of the brand — and that customer’s initial and ongoing business. This report provides CMOs and digital professionals with an organized model — a 6C strategy — to understand individual customers at their core and thereby create personalized, relevant experiences that keep them faithful to the brand before, during, and between purchases.