Articles filed underCustomer loyalty
Customer loyalty: 10 ways to measure it effectively
By Pierre-Nicolas Schwab •
Building customer loyalty is a good strategy for increasing profits. In this article, I provide you with 10 ideas for metrics you can use to measure customer loyalty.
My Sephora: rewarding commitment beyond purchases
Sephora has just completely revamped its My Sephora loyalty programme. Customers are now rewarded for actions they take to support the brand and its image, not just for their purchases.
Customer loyalty: cashback proves its worth
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.
American Airlines got rid of its most loyal customer
By Pierre-Nicolas Schwab •
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.
Most CRM strategies are obsolete. Yours too?
By Pierre-Nicolas Schwab •
The functionality of CRM software determines CRM strategies. In this article, I explain why many companies are following strategies that have become obsolete.
Net Promoter Score (NPS): a reliable measure of customer satisfaction?
By Pierre-Nicolas Schwab •
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.
Customer-centric approach: definition and 3 strategic axes
By Pierre-Nicolas Schwab •
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,…
Lead scoring: its 4 benefits on sales performance
Account-based marketing: 3 advantages and 3 strategies to adopt
Marketing automation: definition, advantages, and platforms [Guide 2023]
Netflix Preview Club: a private panel for Netflix market research
Trigger marketing: definition, advantages and strategy [Guide 2023]
![Illustration of our post "Marketing automation: definition, advantages, and platforms [Guide 2023]"](https://5cc2b83c.delivery.rocketcdn.me/app/uploads/marketing-automation-120x90.jpg)
![Illustration of our post "Trigger marketing: definition, advantages and strategy [Guide 2023]"](https://5cc2b83c.delivery.rocketcdn.me/app/uploads/trigger-marketing-120x90.jpg)