RSA’s insight partner, Foresight Factory, analyse the key trends in the retention and acquisition of consumers through CRM programmes.
Changing Expectations of Loyalty Programmes
All loyalty is conditional. Given the highly competitive nature of the market and the continuing price-sensitivity of consumers, even those who have a strong preference for a brand will move their business if they are dissatisfied . Price continues to be highly motivating at a time when interest rates are beginning to climb and austerity measures remain in place.