Originally Posted by
crazy8534
To help everyone I managed to dig up BA's own definition of 'loyalty'. From the last IAG capital markets day presentation transcript:
"Loyalty is a function of relevance and engagement and those are defined by and defined terms by the customer. So we want to be leaders in relevance that's determined by our customers and engagement that's defined by our customers."
Unfortunately I can't translate corporate bull***t so anyone else please feel free to have a go at explaining that and how it all fits in with the changes.....
I can give it a go:
'leaders in relevance that's determined by our customers' = our email open rates are high
<leaders in> 'engagement that's defined by our customers' = We'll broadcast in as many different channels as possible and try to have conversations with customers rather than just broadcast at them.