Relationships are expensive

Organizations want customers to have relationships with their brands without the expense of the brands having actual relationships with customers.

A sure sign that a behavior is disappearing is that there are new buzzwords and lots of talk about it. Now, we’re supposed to be in the age of customer engagement, experience, relationships and loyalty. The impression is given that these things matter when in fact they don’t.

Loyalty for most organizations is a one-way street. The customer is expected to be loyal to the brand. The idea of loyalty to the customer is not even considered. A survey by Kitewheel found that 73% of customers felt a loyalty program is for brands to reward loyal consumers. However, 66% of marketers surveyed believed that loyalty programs are for consumers to show loyalty to brands.

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