Fundamentals of modern loyalty
4 min readJun 6, 2021
To earn customer loyalty, offer community, not rewards
The irony of most of today’s customer loyalty programs is that they aren’t about loyalty at all. They have more to do with an economic transaction than with true affinity for a brand. For example: some companies allow you to earn points for following them or writing a product review. This sort of bribery usually attracts the least loyal and least valuable…