How to Narrow Your View of the Customer

6. Establish relationships through loyalty programs. By using perks offered in a loyalty program in partnership with another company, companies can turn one-time buyers into multibuyers. And with each transaction, you get a better understanding of these customers — the products they’re interested in, the marketing channels they prefer, how frequently they can be contacted, and other customer preferences. These programs create a consolidated database, allowing you to extract independent data and communicate with relevant target groups and customer segments. These partnerships help create brand awareness and overall customer satisfaction.