CMO Council Study Finds Marketers Under-value Loyalty Programs

“Today’s consumer loyalist wants essential information delivered through multiple channels in the most relevant, personal and customized way possible,” said Zoratti. “Customers are issuing a very clear warning to marketers. Give me relevant communications that reflect my history and connections to you, or we will go elsewhere with our business. Smart marketers will respond by taking what they know about customer wants, preferences and behaviors to be more targeted, efficient and relevant in their messaging to improve response rates and increase customer gratification and purchase intent.”