Level Up Loyalty Thinking To Align With Business Strategies

Earning and sustaining customer loyalty is one way CMOs contribute to business growth. But marketers can’t do this alone. Without an enterprisewide strategy, brands struggle to coordinate the various loyalty initiatives (and their associated resources and outcomes) run by marketing, customer experience (CX), digital, and customer service teams. This report outlines the importance of finding and aligning the loyalty efforts within key business strategies, explains how to unify disparate loyalty initiatives with a shared value exchange, and introduces a framework for ensuring continued collaboration across the organization.