Loyalty is in our data hands

Defining and measuring loyalty (“How to retain customers and build brand loyalty”, MW 9 September), and understanding its impact on customer revenues has been a constant area of frustration for database marketers over the years. It is complex because customers can be perfectly satisfied with a service but regularly switch suppliers; while others may have a neutral attitude to their supplier but remain a customer over a long period of time.

With the advent of digital channels, and social media in particular, companies now have an opportunity to open up a dialogue with individual customers and use these interactions to build brand advocacy and loyalty. For example, we can understand which consumers are social influencers and develop specific communications to these important contacts.

From these captured interactions a proxy for loyalty can be calculated and this understanding can be built into communications. After many years, we are now breaking down the barriers in understanding and harnessing these new data sources – invigorating the direct marketing industry for many years to come.

Mark Robinson, Managing partner, Indicia

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