Compare the three approaches used by First Direct, Lakeland and O2 in enhancing and creating customer loyalty. Why would we say that transactions loyalty dead?

Word count: 2000 words max (+/- 10%) Read the following case study and answer the following question: Compare the three approaches used by First Direct, Lakeland and O2 in enhancing and creating customer loyalty. Why would we say that transactions loyalty dead?

Quick Response

First Direct acknowledges that good customer service is not sufficient to be a differentiator(Tesseras, 2015). The company argues that repositioning the brand is one of the modern and innovative ways of keeping the customers and gaining new ones. On the other hand, Lakeland focuses on developing loyalty programs as a way of promoting and maintaining the loyalty of the customers (Tesseras, 2015). This is achieved through the use of personalized web platform Hybris as a strategy of enhancing the engagement of customers. Finally, O2 boosts customer retention and loyalty through a real-time personalization. That entails delivery of consistent and personalized messages. Such exploration identifies that transactions loyalty is not dead. Companies have embraced new approaches that fit their customers to promote their loyalty…

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