Extole argues for loyalty measurement beyond transactions in pandemic-era strategy

Extole argued in October 2020 that companies needed a broader view of customer loyalty as the pandemic disrupted buying patterns. Its commentary questioned acquisition strategies that assessed customers primarily through paid-ad conversions and transaction value.

The provider proposed combining purchase information with non-transactional activity, including referrals, reviews, social sharing and influence on other people’s purchases. A customer’s contribution to a brand could therefore extend beyond the amount they personally spent.