Report

Emotional Loyalty Is Critical To Customer Retention And Brand Devotion

Loyalty Isn’t Just About Programs Anymore

August 2nd, 2021
With contributors:
Emily Collins, Anjali Lai, Cole Walsh, Fatemeh Khatibloo, Jim Nail, Chahiti Asarpota

Summary

Marketers measure behavioral loyalty regularly, but outside of the customer experience team, they haven’t traditionally tracked customers’ emotions toward their brands as a component of their loyalty metrics. Emotional loyalty is an outcome that’s critical to building brand energy — the first step toward stimulating behaviors that matter. This report helps marketers understand why and how to use emotional and behavioral loyalty to drive retention and brand devotion.

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