Adobe study: The new ABCD of loyalty

Brand loyalty and retention increasingly depend on the individual customer experience. This is the result of the latest Goldsmiths study "Reinventing Loyalty: Understanding Customer Behavior in the Experience Era", for which more than 5,000 consumers across Europe were surveyed on behalf of Adobe. According to the study, new technologies such as chatbots and augmented reality are particularly popular with consumers: 50 percent prefer brands that continuously introduce innovations to improve the customer experience. Consumers like to return to these brands again and again. As part of the study, Adobe and Goldsmiths identified four new dimensions that brands should consider when designing and implementing experiences in order to inspire their customers, meet their needs and promote customer loyalty in the long term:Give people an Adaptive experienceCustomer loyalty is closely linked to an engaging experience that is tailored to the specific needs and requirements of the consumer. Brands need to know and respect their customers and use their data in a way that brings them clear added value in the customer journey.Be wherever the consumer loves to beAn always-on mentality is crucial for customer loyalty. The traditional customer journey has been completely transformed by digital technology - with significantly more convenience for customers. Brands therefore need to be always present, always available and on every device or platform for a consistent customer experience.Help consumers filter ChoicesBrands need to stand out if they want to attract attention and strengthen customer loyalty. Artificial intelligence can help them bring together relevant data and engaging content to create a unique customer experience that is delivered to the right person at exactly the right time.Differentiate through experiences that surprise and delight consumersNew technologies that help today's consumers solve their problems faster or fulfill their needs more quickly set brands apart from the competition and support customer loyalty.