White Papers & Articles

Adding Emotion to the Loyalty Mix

Welcome to the global version of Ipsos Ideas, a magazine that brings subscribers the latest findings and insights from Ipsos' top research specialists around the world. In this issue, experts from Ipsos Loyalty explore the evolution of customer satisfaction and retention models, from the quality movement to the database age to the present, and the misperceptions that have accumulated along the way. Combining their experience with the latest academic understanding and recent research, they identify pervasive loyalty myths that have been delivering false hopes and disappointing results. With the myths exposed, the authors describe the loyalty truths and processes that can generate a truly successful loyalty program.

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