Identifying The Emotive Consumer: How Marketers Can Find Out What Drives Loyal Customers

Consumer goods firms and retailers collect enormous amounts of data on consumers, but are not able to use it to drive symbiotic loyalty. To become effective, firms should divide consumer data into three levels – collective, individual, and emotive. Each level requires a different data collection method, with an increased individual consumer engagement. Marketers can only reach the highest CRM level – emotive – after mastering the preceding two levels.

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