Hartsoe: Retention is transactional cross-selling while loyalty is emotional brand pull
Allison Hartsoe · The Sunshine Rule: The Hidden Test Every CEO Should Run on Their Data · Feb 24, 2021 · at 35:52
Allison Hartsoe, CEO of Ambition Data, distinguishes between transactional customer retention and emotional brand loyalty on We Live to Build.
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“Retention is a transactional activity. What I want to happen when the problem is retention is I want to encourage you to buy a slightly different product of the product line. So maybe you came in and you bought a shirt and now I want you to buy a pair of pants. That is transactional retention. But when we get to loyalty, it's an emotional pull. We're pushing in the brand element, the brand love.”
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