To change the equation on customer loyalty, tipping the scales back from buyer to seller, companies need to break the one-size-fits-all sales cycle.
Buyers that aren’t actually purchasing your product are the ones that need encouragement. And that requires creating relevant offers fueled by insight.
Although many companies have some level of analytics, most have never built them out to the point where they can move beyond surface loyalty-program tactics like discounting. Gaining customer intimacy requires advanced analytics—ways of getting the right information at the right time about the right customer to shape a more meaningful experience that, in turn, triggers sales.