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Preparing for loyalty’s next frontier: Ecosystems

As James L. Heskett likes to say, there is a relationship between profitability, productivity and customer loyalty. To capture relevant value, satisfied and loyal customers must be the first asset, but above all: dynamic companies. Thus, quality improvement being the main factor impacting consumer satisfaction, brands must acquire a broader vision of their loyalty programs.

Ecosystems programs strategically provide additional experiences and services to customers that enhance engagement. With this ecosystem-driven loyalty, brands benefit a higher profit margin, as customers perceive they have received more attention.

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