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Objective

Retention and loyalty

Keeping customers and giving them reasons to come back.

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Retention and loyalty are about keeping customers and giving them reasons to come back, buy more and stay longer. An integrated plan uses customer data to decide who hears what and when, delivers it through email, messaging, mail and community, and makes sure the product and the service keep the promise the communication makes.

What matters when choosing

  • One customer view, with consent and preferences, that every channel reads from.
  • Messages triggered by what customers do (a first purchase, a lapse, a renewal date), not by a fixed calendar alone.
  • Rewards and recognition that change behaviour, rather than discounts for people who would have bought anyway.
  • A clear handover with service teams, so that complaints and questions feed the same customer record.
  • Measures beyond opens: active use and satisfaction to steer; renewal, repeat purchase and churn against a holdout to prove.

Questions to ask vendors and agencies

  1. Which customers are we at risk of losing, and what will each of them hear from us next?
  2. How do we know the loyalty programme changes behaviour, rather than rewarding what would have happened anyway?
  3. How often do customers hear from us across all channels together, and who decides?

Common mistakes

  • Judging programmes on email opens, which privacy features in mail apps have made unreliable.
  • Each team messaging the same customer separately, until the customer stops listening.
  • Using customer data in ways customers did not expect or agree to; the rules on profiling differ by country.

Typical disciplines CRM and loyalty Email marketing Messaging marketing Direct marketing Community and word of mouth Events and experiential

Platforms that fit (13)

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  • BrevoServes Retention and loyalty
    Strong match100
  • BloomreachServes Retention and loyalty
    Strong match100
  • Twilio SegmentServes Retention and loyalty
    Strong match100
  • AntavoServes Retention and loyalty
    Strong match100
  • BrazeServes Retention and loyalty
    Strong match100
  • CleverTapServes Retention and loyalty
    Strong match100