What price loyalty? In Air France-KLM’s case it is EUR1.5 billion

There has been a generalisation in the past that it can cost five times more to get a new customer than it does to keep an existing one. That is why loyalty has always been an important part of any business model, whether a local coffee shop or a global business brand. Many now question if loyalty remains as relevant in today's world.

It is clear though that it continues to be an important aspect of customer retention and an essential tool in the personalisation process. Through engaged and loyal brand advocates, businesses can get to know their customers better, targeting products and services more effectively with this audience.