Loyalty is not a transaction.

Brand loyalty needs to be earned, and it takes time. Each and every customer experience, even the smallest of transactions, impacts the speed at which you earn your customer’s trust and build loyalty. A visual analogy that has been useful for my clients is to think of loyalty like a ladder that has to be climbed where each micro-experience functions like one rung on the ladder. Each touch point is an opportunity to move your customers up or down a rung.

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