Best Practice 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 , Cole Walsh , Fatemeh Khatibloo , Anjali Lai , Jim Nail , Chahiti Asarpota


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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