NEW YORK – An analyst at Forrester’s Forum for Customer Experience Professionals East stressed that in the age of the consumer, relationships determine success, as they are the last remaining source of competitive advantage.
The “always on” connectivity of customers means they have become empowered with control, voice and demand, as the unification of physical and digital allows for immediate price and offering comparisons. Because loyalty is mission critical, businesses must seek an evolved approach by means of loyalty programs to impact customer behavior.
“Your customers have fewer reasons to be loyal than ever before and are really less loyal than they’ve ever been before,” said Emily Collins, analyst at Forrester Research.
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