2014: A Time to Revisit the Five C’s of Loyalty

By: Mark Johnson, CEO and CMO of Loyalty 360

Head: (5 out of 5)
Heart: (2 out of 5)
Leadership Applicability: (3 out of 5)

In this article, written by our May Wise Talk  guest, Mark Johnson, CEO and CMO of Loyalty 360, Mark reflects on the drivers of Loyalty that brands need to pay attention to.  The “Five C’s of Loyalty” (content, community, collaboration, commitment, and commerce) are simple in concept, yet given the complexities in understanding today’s customer combined with an increasing complex marketing ecosphere, can be challenging to implement.

For each “C”, Mark lays out the associated challenges brands face and offers new thinking on each concept.  For Content, readers learn many definitions exist thus muddying what used to be a clear path.  Community implies a need to create unique messages for every potential customer, but Mark contends this is not always possible.  For Collaboration, he foresees paradigm shifts that need to happen in order to strengthen relationships with customers.  Commitment is about leadership, the tension inherent in long term vs. short term thinking and what really works to drive loyalty.

Leaders interested in new thinking on the discipline of customer loyalty should read this article.  Read it now.