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How to cultivate true customer loyalty: A human-centred approach for long-term growth

Author

Listed:
  • Michnowicz, Gina

    (The Craftsman, USA)

  • Jay, Nalani

    (The Craftsman, USA)

Abstract

Customer loyalty is a key driver of long-term profitability. But earning this loyalty takes more than quality products or discounts. Consumers expect brands to expand beyond systematic transactions to deliver consistent excellence as well as meaningful human-centric connections across digital, social and inperson experiences. This paper explores what is essential for true customer loyalty: a holistic approach that aligns product quality, emotional engagement and seamless customer journeys. By understanding seven key consumer loyalty types and the tools to reach them, brands can identify their most valuable advocates and tailor strategies to deepen human connections and drive results. The seven essential tactics outlined — from measuring satisfaction to focusing on omni-channel human-centred storytelling to resolving issues quickly — offer actionable steps for businesses to strengthen relationships, optimise touch points and increase profit. Proof points from Apple, Dove and Sephora highlight how leading brands integrate these tactics to sustain loyalty even in competitive markets. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/ business/.

Suggested Citation

  • Michnowicz, Gina & Jay, Nalani, 2025. "How to cultivate true customer loyalty: A human-centred approach for long-term growth," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 13(2), pages 102-116, September.
    • Handle: RePEc:aza:jdsmm0:y:2025:v:13:i:2:p:102-116
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    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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