Articles filed underCustomer loyalty

Customer loyalty: cashback proves its worth
By Pierre-Nicolas Schwab • 17 march 2025
Find out in this article how cashback programs influence customer loyalty. Based on a unique event in Germany in January 2025, the behavior of millions of customers was observed.
- Research
American Airlines got rid of its most loyal customer
16/10/24
The story of Steven Rothstein, American Airlines' most loyal and hated customer, is a textbook case. In the article below, I analyze the reasons behind a financial disaster that cost the airline $23m. It's also a plea to use the right metrics to measure customer loyalty.
- Strategy
Most CRM strategies are obsolete. Yours too?
29/01/24
The functionality of CRM software determines CRM strategies. In this article, I explain why many companies are following strategies that have become obsolete.
- Marketing
Net Promoter Score (NPS): a reliable measure of customer satisfaction?
By Pierre-Nicolas Schwab •17 november 2023
The Net Promoter Score (NPS) is universally used to measure customer satisfaction. However, it was created for another purpose. Find out in this article whether the NPS is dependable and its limitations.
- Marketing
Customer-centric approach: definition and 3 strategic axes
By Pierre-Nicolas Schwab •20 february 2023
Customer-centric approaches put the customer at the center of all business decisions. This means designing activities and processes to achieve maximum customer satisfaction in marketing. These strategies proved particularly successful for brands: our B2C statistics support this. In this article,…
- Marketing
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Lead scoring: its 4 benefits on sales performance
By Pierre-Nicolas Schwab •15 february 2023
Lead scoring proposes a different approach to customer acquisition. This method detects the proximity of a brand's prospects to the act of buying. It focuses on the "best" potential customers: this classification greatly simplifies lead management. Thanks to recognized scientific…
- Strategy
Account-based marketing: 3 advantages and 3 strategies to adopt
By Pierre-Nicolas Schwab •27 january 2023
Account-based marketing is an alternative way of targeting customers. Rather than designing campaigns for the majority, it prefers to base itself on key customers. Thus, it is a process that takes the personalization of the marketing message to the extreme.…
- Marketing