Social media and the loyalty loop
The loyalty loop can be looked at as an alternative model that puts emphasis on the need to continually deepen the relationship between a customer and brand for continuous engagement.
Recent data suggests that customers do not systematically narrow their choices, starting with a wide list and reducing as they explore. Rather, they will tend to add and subtract brands from a group under consideration during an extended evaluation phase. After purchase, they often enter into an open-ended relationship with the brand, sharing their experience online.
Social media maximises the level of engagement throughout the loyalty loop. It can be used to increase the number of choices under consideration and build increasingly loyal two-way relationships for continuous engagement before, during and after purchase.
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