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Engagement, Personalization, and Measurement: How AI Is Redefining Customer Loyalty in Retail
For contemporary retail, operating in a context of structural fragility, this is a must. Loyalty can no longer be classified as a natural outcome of the funnel, or simply the result of this or that promotional or technological lever. Loyalty instead is turning into a trust-based platform, with artificial intelligence providing the cognitive infrastructure that enables companies to orchestrate personalization, ...
Touchpoints and Enablers in Digital Loyalty: A Model for Designing Customer Relationships
The proliferation of digital touchpoints does not in itself guarantee lasting relationships with customers. Indeed, in highly competitive environments where switching is easy, customer loyalty is the result of strategic relationship design. With this in mind, we propose an integrated perspective that distinguishes between touchpoints and enablers, in other words, the conditions that make it possible ...