ABSTRACT
Clearly companies are interested in getting more out of their loyalty programs. Even a bad performing program costs money to run. Customer loyalty is on the agenda everywhere. Customer loyalty plays a big part in CEOs' plans for next year demanding new strategies to stimulate demand and foster customer loyalty from their organizations. Text mining social media sites, blogs, consumer reviews and other such data sources can help an organization find out what individual customers, or rather clusters of customers think and want and thereby uncover targeted loyalty drivers. A sound digital strategy should seek to find the value of social media engagement and the effect Facebook, Twitter, LinkedIn, Instagram, YouTube or other platforms can have on customer relationship building locally, nationally and globally, depending on where your brand operates. A digital strategy should seek to harness this online engagement towards brand loyalty and increased sales and look at the complete digital ecosystem in which people's brand lives.
