ABSTRACT
A firm’s orientation to customer loyalty is reflected in a variety of organizational changes and practices. These include the adoption of metrics, investment, data collection, integration and dissemination, and channel integration by means of ‘interweaving’ solutions that generate a 360-degree picture of the customer in order to personalize interactions with them and create a superior customer experience. This is the hidden side of loyalty management. In order to design loyalty strategies and redesign organizational structures accordingly, firms increasingly need to resort to a variety of vendors of technologies, services and solutions that populate an evolving, dynamic market for loyalty management products and services.
