Why Customers Aren’t Loyal Anymore, And How Brands Can Fix It | Simon Jamieson

What really makes a customer loyal? Is it points, discounts and loyalty programmes or something much deeper?In this episode, we sit down with Simon Jamieson, Managing Director of Marketing Lounge Partnership (MLP), to unpack what customer loyalty really means in a world where information, choice and convenience have become completely commoditised.Simon shares why brands need to move beyond short-term retention metrics and focus on creating positive emotions, building relationships and influencing customer behaviour.From his “happy heart, happy wallet” philosophy to his Loyalty Layer Cake, Simon explains why a loyalty programme can only work when the fundamentals price, product, service, brand and purpose are already right.