One of the biggest challenges with customer loyalty is the often-conflicting definitions that marketers and customers have regarding loyalty. Customers who purchase only small items, but frequently, or large items consistently but infrequently may consider themselves loyal; but the seller may not if those customers don’t meet that seller’s criteria for being loyal.
So, how should an organization best reward or recognize customers who see themselves as loyal, but aren’t in terms of how the company defines it? Here, several customer loyalty experts provide their advice.
