CX and loyalty: Can CX change the loyalty landscape?

Published date: 17 Jun 2021
Can CX change the loyalty landscape?

It seems obvious to say that how well brands respond to their customers’ needs will be reflected in the CX loyalty they receive. We can’t ignore that recent events have moved our focus towards more digital practices, with low-contact physical experiences being prioritised. Customers, and their CX loyalty, have been tested.

Whilst some businesses have had to close, others have adapted and flourished. Customers have had to look for new brands that can respond to their changing needs. They have tried new brands for the first time and turned their back on previous loyalties.

However, as the world opens up and certain ways return to “normal”, will the loyalty landscape go back to normal too? Will customers revert to old habits? Or have companies done enough to hang on to their new found loyalty?

We can’t ignore that we have moved our focus towards more digital practices, with low-contact physical experiences being prioritised. Those brands who have been able to respond more quickly, and done so successfully, have seen the rewards.

But does this improvement in a customer’s experience lead to loyalty?

The alignment between a brand’s overall CX and the CX within their loyalty programme, and the insights and data both can provide, presents an opportunity for CX leaders and Loyalty leaders to learn from each other.

More importantly, TribeCX recommends they SHOULD work together to leverage their respective strengths.

Whilst CX leaders can benefit from bringing over Loyalty Program practices around the use of data to reward customers and strengthen the ROI of customer experience efforts. However, Loyalty Programs can gain from the outside-in and end-to-end perspective on the customer experience.

The marriage between these two disciplines can drive a consistent experience throughout the customer journey, and in the end that can only mean one thing – a happy and loyal customer!

To find out more about how to win big when it comes to CX and loyalty, check out our recent white paper Loyalty Wins: Four CX lessons from Loyalty Programs amplified by Covid-19. 

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