Brand Loyalty and Retention Strategies

Brand loyalty and retention strategies are crucial components of oil and gas brand management, as they enable companies to maintain a strong customer base and increase revenue. One key term in this context is customer retention, which refers to the process of keeping existing customers and maintaining their loyalty to the brand. This can be achieved through various strategies, including offering high-quality products and services, providing excellent customer service, and implementing loyalty programs. For instance, an oil and gas company can offer loyalty rewards to customers who consistently purchase their products, such as discounts on fuel or free maintenance services.

Another important concept is brand awareness, which refers to the extent to which customers are familiar with a brand and its products or services. In the oil and gas industry, brand awareness can be created through advertising, sponsorships, and other marketing efforts. For example, an oil and gas company can sponsor a sports event or a charity function to increase its visibility and reach a wider audience. Additionally, companies can use social media platforms to create engaging content and interact with customers, which can help to build trust and loyalty.

Customer satisfaction is also a critical factor in brand loyalty and retention. It refers to the extent to which customers are happy with the products or services they receive from a company. In the oil and gas industry, customer satisfaction can be measured through surveys, feedback forms, and other means. Companies can use this feedback to identify areas for improvement and make changes to their products or services to better meet customer needs. For instance, an oil and gas company can conduct a survey to determine which features are most important to customers in a fuel card program, and then use this information to design a program that meets those needs.

Customer engagement is another key term in brand loyalty and retention. It refers to the process of interacting with customers and building relationships with them. In the oil and gas industry, customer engagement can be achieved through various means, including social media, email marketing, and loyalty programs. For example, an oil and gas company can create a social media campaign that encourages customers to share their experiences with the brand, or offers exclusive rewards to customers who participate in a loyalty program.

Personalization is also an important concept in brand loyalty and retention. It refers to the process of tailoring products or services to meet the individual needs of customers. In the oil and gas industry, personalization can be achieved through data analysis and customer segmentation. For instance, an oil and gas company can use data analytics to identify customer preferences and behaviors, and then use this information to offer personalized recommendations and offers. Additionally, companies can use customer segmentation to identify specific customer groups and tailor their marketing efforts to meet the needs of those groups.

Retention strategies are critical in the oil and gas industry, as they enable companies to maintain a strong customer base and increase revenue. One common retention strategy is to offer loyalty rewards to customers who consistently purchase products or services from a company. For example, an oil and gas company can offer a discount on fuel to customers who purchase a certain amount of fuel within a given period. Another retention strategy is to provide excellent customer service, which can be achieved through training employees to be responsive to customer needs and resolving customer complaints in a timely and effective manner.

Customer lifetime value is another important concept in brand loyalty and retention. It refers to the total value of a customer to a company over their lifetime. In the oil and gas industry, customer lifetime value can be calculated by estimating the total amount of revenue a customer is likely to generate over their lifetime, minus the costs of acquiring and retaining that customer. Companies can use this information to determine which customers are most valuable and tailor their marketing efforts to meet the needs of those customers.

Brand differentiation is also critical in the oil and gas industry, as it enables companies to distinguish themselves from competitors and build a strong brand identity. One way to achieve brand differentiation is through innovation, which refers to the process of introducing new or improved products or services. For example, an oil and gas company can develop a new fuel additive that improves engine performance, or introduce a mobile payment app that makes it easier for customers to pay for fuel.

Partnerships are also an important concept in brand loyalty and retention. They refer to the process of collaborating with other companies or organizations to achieve common goals. In the oil and gas industry, partnerships can be formed with suppliers, distributors, or other stakeholders to improve the efficiency and effectiveness of operations. For instance, an oil and gas company can partner with a technology firm to develop new digital solutions that improve customer engagement and loyalty.

Employee advocacy is another key term in brand loyalty and retention. It refers to the process of encouraging employees to promote a brand and its products or services. In the oil and gas industry, employee advocacy can be achieved through training and incentivizing employees to share positive experiences with the brand on social media or with friends and family. For example, an oil and gas company can offer rewards to employees who share company news or promotions on their personal social media accounts.

Crisis management is also an important concept in brand loyalty and retention. It refers to the process of responding to and managing crises that can affect a brand's reputation and customer loyalty. In the oil and gas industry, crisis management can be achieved through having a clear crisis management plan in place, which includes procedures for responding to and communicating with customers and stakeholders during a crisis. For instance, an oil and gas company can develop a crisis management plan that includes procedures for responding to an oil spill or other environmental disaster.

Stakeholder engagement is another key term in brand loyalty and retention. It refers to the process of interacting with and building relationships with stakeholders, including customers, employees, suppliers, and communities. In the oil and gas industry, stakeholder engagement can be achieved through various means, including social media, community outreach programs, and supplier partnerships. For example, an oil and gas company can create a community outreach program that provides support to local communities and promotes the brand's commitment to social responsibility.

Sustainability is also an important concept in brand loyalty and retention. It refers to the process of reducing the environmental impact of operations and promoting social responsibility. In the oil and gas industry, sustainability can be achieved through various means, including reducing carbon emissions, implementing recycling programs, and promoting diversity and inclusion. For instance, an oil and gas company can develop a sustainability plan that includes goals for reducing carbon emissions and promoting renewable energy sources.

Data analytics is another key term in brand loyalty and retention. It refers to the process of analyzing data to gain insights into customer behavior and preferences. In the oil and gas industry, data analytics can be used to segment customers, personalize marketing efforts, and measure the effectiveness of loyalty programs. For example, an oil and gas company can use data analytics to identify customer preferences and behaviors, and then use this information to offer personalized recommendations and offers.

Digital transformation is also an important concept in brand loyalty and retention. It refers to the process of using digital technologies to transform business operations and improve customer engagement. In the oil and gas industry, digital transformation can be achieved through various means, including mobile apps, social media, and online platforms. For instance, an oil and gas company can develop a mobile app that allows customers to pay for fuel, track their loyalty rewards, and receive personalized offers and promotions.

Customer experience is another key term in brand loyalty and retention. It refers to the overall experience a customer has with a brand, from initial awareness to post-purchase support. In the oil and gas industry, customer experience can be improved through various means, including providing excellent customer service, offering personalized recommendations and offers, and implementing loyalty programs. For example, an oil and gas company can create a customer experience program that includes procedures for responding to customer complaints, offering personalized recommendations and offers, and providing post-purchase support.

Brand reputation is also an important concept in brand loyalty and retention. It refers to the overall perception of a brand in the minds of customers and stakeholders. In the oil and gas industry, brand reputation can be built through various means, including providing high-quality products and services, promoting social responsibility, and engaging with stakeholders. For instance, an oil and gas company can develop a brand reputation program that includes procedures for promoting social responsibility, engaging with stakeholders, and responding to customer complaints.

Partnership marketing is another key term in brand loyalty and retention. It refers to the process of collaborating with other companies or organizations to achieve common marketing goals. In the oil and gas industry, partnership marketing can be achieved through various means, including co-branded promotions, joint advertising campaigns, and strategic partnerships. For example, an oil and gas company can partner with a convenience store chain to offer co-branded promotions and joint advertising campaigns.

Employee engagement is also an important concept in brand loyalty and retention. It refers to the process of motivating and empowering employees to promote a brand and its products or services. In the oil and gas industry, employee engagement can be achieved through various means, including training and development programs, recognition and reward programs, and internal communications. For instance, an oil and gas company can develop an employee engagement program that includes procedures for training and developing employees, recognizing and rewarding employees, and communicating with employees.

Customer segmentation is another key term in brand loyalty and retention. It refers to the process of dividing customers into distinct groups based on their needs, preferences, and behaviors. In the oil and gas industry, customer segmentation can be achieved through various means, including data analytics, market research, and customer feedback. For example, an oil and gas company can use data analytics to segment customers based on their purchase history, demographic characteristics, and behavioral patterns.

Brand positioning is also an important concept in brand loyalty and retention. It refers to the process of creating a unique and compelling brand identity that differentiates a brand from its competitors. In the oil and gas industry, brand positioning can be achieved through various means, including brand messaging, visual identity, and marketing campaigns. For instance, an oil and gas company can develop a brand positioning program that includes procedures for creating brand messaging, visual identity, and marketing campaigns that differentiate the brand from its competitors.

Loyalty programs are another key term in brand loyalty and retention. They refer to the process of rewarding customers for their loyalty and encouraging them to continue purchasing products or services from a brand. In the oil and gas industry, loyalty programs can be achieved through various means, including rewards cards, discounts, and exclusive offers. For example, an oil and gas company can develop a loyalty program that rewards customers with discounts on fuel, free maintenance services, and exclusive offers on merchandise.

Customer retention rate is also an important concept in brand loyalty and retention. It refers to the percentage of customers who continue to purchase products or services from a brand over a given period. In the oil and gas industry, customer retention rate can be measured through various means, including customer surveys, loyalty program data, and sales data. For instance, an oil and gas company can measure its customer retention rate by tracking the number of customers who continue to purchase fuel from the company over a given period.

Brand equity is another key term in brand loyalty and retention. It refers to the value of a brand in the minds of customers and stakeholders. In the oil and gas industry, brand equity can be built through various means, including providing high-quality products and services, promoting social responsibility, and engaging with stakeholders. For example, an oil and gas company can develop a brand equity program that includes procedures for promoting social responsibility, engaging with stakeholders, and responding to customer complaints.

Social media marketing is also an important concept in brand loyalty and retention. It refers to the process of using social media platforms to promote a brand and its products or services. In the oil and gas industry, social media marketing can be achieved through various means, including creating engaging content, responding to customer inquiries, and running social media ads. For instance, an oil and gas company can develop a social media marketing program that includes procedures for creating engaging content, responding to customer inquiries, and running social media ads that promote the brand and its products or services.

Customer feedback is another key term in brand loyalty and retention. It refers to the process of collecting and responding to customer comments and suggestions. In the oil and gas industry, customer feedback can be collected through various means, including surveys, focus groups, and social media. For example, an oil and gas company can collect customer feedback through surveys and use this information to make improvements to its products and services.

Brand identity is also an important concept in brand loyalty and retention. It refers to the unique set of characteristics, values, and attributes that define a brand. In the oil and gas industry, brand identity can be built through various means, including brand messaging, visual identity, and marketing campaigns. For instance, an oil and gas company can develop a brand identity program that includes procedures for creating brand messaging, visual identity, and marketing campaigns that differentiate the brand from its competitors.

Partnership development is another key term in brand loyalty and retention. It refers to the process of building and maintaining partnerships with other companies or organizations. In the oil and gas industry, partnership development can be achieved through various means, including strategic partnerships, joint ventures, and collaborations. For example, an oil and gas company can develop a partnership development program that includes procedures for building and maintaining partnerships with suppliers, distributors, and other stakeholders.

Customer insights are also an important concept in brand loyalty and retention. They refer to the process of gathering and analyzing data to gain a deeper understanding of customer needs, preferences, and behaviors. In the oil and gas industry, customer insights can be gathered through various means, including data analytics, market research, and customer feedback. For instance, an oil and gas company can gather customer insights through data analytics and use this information to make improvements to its products and services.

Brand management is another key term in brand loyalty and retention. It refers to the process of planning, implementing, and controlling brand strategies to achieve business objectives. In the oil and gas industry, brand management can be achieved through various means, including brand positioning, brand messaging, and marketing campaigns. For example, an oil and gas company can develop a brand management program that includes procedures for creating brand positioning, brand messaging, and marketing campaigns that differentiate the brand from its competitors.

Customer relationship management is also an important concept in brand loyalty and retention. It refers to the process of building and maintaining relationships with customers to increase loyalty and retention. In the oil and gas industry, customer relationship management can be achieved through various means, including loyalty programs, customer service, and personalized marketing efforts. For instance, an oil and gas company can develop a customer relationship management program that includes procedures for building and maintaining relationships with customers, increasing loyalty and retention, and providing personalized marketing efforts.

Loyalty rewards are another key term in brand loyalty and retention. In the oil and gas industry, loyalty rewards can be offered through various means, including rewards cards, discounts, and exclusive offers. For example, an oil and gas company can develop a loyalty rewards program that rewards customers with discounts on fuel, free maintenance services, and exclusive offers on merchandise.

Customer experience management is also an important concept in brand loyalty and retention. It refers to the process of designing and delivering customer experiences that meet or exceed customer expectations. In the oil and gas industry, customer experience management can be achieved through various means, including customer service, personalized marketing efforts, and loyalty programs. For instance, an oil and gas company can develop a customer experience management program that includes procedures for designing and delivering customer experiences, meeting or exceeding customer expectations, and increasing loyalty and retention.

Brand awareness is another key term in brand loyalty and retention. It refers to the extent to which customers are familiar with a brand and its products or services. In the oil and gas industry, brand awareness can be created through various means, including advertising, sponsorships, and marketing campaigns. For example, an oil and gas company can develop a brand awareness program that includes procedures for creating advertising, sponsorships, and marketing campaigns that increase brand awareness and differentiate the brand from its competitors.

Customer engagement metrics are also an important concept in brand loyalty and retention. They refer to the process of measuring and analyzing customer engagement to gain insights into customer behavior and preferences. In the oil and gas industry, customer engagement metrics can be measured through various means, including social media metrics, customer feedback, and loyalty program data. For instance, an oil and gas company can measure its customer engagement metrics through social media metrics and use this information to make improvements to its products and services.

Brand reputation management is another key term in brand loyalty and retention. It refers to the process of managing and maintaining a brand's reputation to increase loyalty and retention. In the oil and gas industry, brand reputation management can be achieved through various means, including social media monitoring, crisis management, and stakeholder engagement. For example, an oil and gas company can develop a brand reputation management program that includes procedures for monitoring social media, managing crises, and engaging with stakeholders to maintain a positive brand reputation.

Customer insights platform is also an important concept in brand loyalty and retention. It refers to the process of using data and analytics to gain insights into customer needs, preferences, and behaviors. In the oil and gas industry, customer insights platforms can be used to gather and analyze data from various sources, including customer feedback, social media, and loyalty program data. For instance, an oil and gas company can develop a customer insights platform that includes procedures for gathering and analyzing data, gaining insights into customer behavior and preferences, and making improvements to its products and services.

Brand strategy is another key term in brand loyalty and retention. It refers to the process of planning and implementing brand strategies to achieve business objectives. In the oil and gas industry, brand strategy can be developed through various means, including brand positioning, brand messaging, and marketing campaigns. For example, an oil and gas company can develop a brand strategy that includes procedures for creating brand positioning, brand messaging, and marketing campaigns that differentiate the brand from its competitors.

Customer journey mapping is also an important concept in brand loyalty and retention. It refers to the process of creating a visual representation of the customer's experience across all touchpoints and channels. In the oil and gas industry, customer journey mapping can be used to identify areas for improvement and optimize the customer experience. For instance, an oil and gas company can develop a customer journey map that includes procedures for creating a visual representation of the customer's experience, identifying areas for improvement, and optimizing the customer experience to increase loyalty and retention.

Brand valuation is another key term in brand loyalty and retention. It refers to the process of estimating the economic value of a brand. In the oil and gas industry, brand valuation can be estimated through various means, including financial analysis, market research, and customer feedback. For example, an oil and gas company can develop a brand valuation program that includes procedures for estimating the economic value of the brand, analyzing financial data, and gathering customer feedback to make improvements to its products and services.

Customer lifetime value analysis is also an important concept in brand loyalty and retention. It refers to the process of estimating the total value of a customer to a brand over their lifetime. In the oil and gas industry, customer lifetime value analysis can be used to identify high-value customers and develop targeted marketing efforts to increase loyalty and retention. For instance, an oil and gas company can develop a customer lifetime value analysis program that includes procedures for estimating the total value of a customer, identifying high-value customers, and developing targeted marketing efforts to increase loyalty and retention.

Brand architecture is another key term in brand loyalty and retention. It refers to the process of organizing and structuring a brand's portfolio to increase clarity and consistency. In the oil and gas industry, brand architecture can be developed through various means, including brand positioning, brand messaging, and marketing campaigns. For example, an oil and gas company can develop a brand architecture program that includes procedures for organizing and structuring the brand's portfolio, increasing clarity and consistency, and differentiating the brand from its competitors.

Customer experience design is also an important concept in brand loyalty and retention. In the oil and gas industry, customer experience design can be achieved through various means, including customer service, personalized marketing efforts, and loyalty programs. For instance, an oil and gas company can develop a customer experience design program that includes procedures for designing and delivering customer experiences, meeting or exceeding customer expectations, and increasing loyalty and retention.

Brand governance is another key term in brand loyalty and retention. It refers to the process of establishing and enforcing brand standards and guidelines to increase consistency and clarity. In the oil and gas industry, brand governance can be achieved through various means, including brand positioning, brand messaging, and marketing campaigns. For example, an oil and gas company can develop a brand governance program that includes procedures for establishing and enforcing brand standards and guidelines, increasing consistency and clarity, and differentiating the brand from its competitors.

Customer engagement strategy is also an important concept in brand loyalty and retention. It refers to the process of planning and implementing customer engagement strategies to increase loyalty and retention. In the oil and gas industry, customer engagement strategies can be developed through various means, including loyalty programs, customer service, and personalized marketing efforts. For instance, an oil and gas company can develop a customer engagement strategy that includes procedures for planning and implementing customer engagement strategies, increasing loyalty and retention, and providing personalized marketing efforts to customers.

Brand identity system is another key term in brand loyalty and retention. It refers to the process of creating a consistent and compelling brand identity that differentiates a brand from its competitors. In the oil and gas industry, brand identity systems can be developed through various means, including brand positioning, brand messaging, and marketing campaigns. For example, an oil and gas company can develop a brand identity system that includes procedures for creating a consistent and compelling brand identity, differentiating the brand from its competitors, and increasing loyalty and retention.

Customer insights management is also an important concept in brand loyalty and retention. It refers to the process of gathering, analyzing, and acting on customer insights to gain a deeper understanding of customer needs, preferences, and behaviors. In the oil and gas industry, customer insights management can be achieved through various means, including data analytics, market research, and customer feedback. For instance, an oil and gas company can develop a customer insights management program that includes procedures for gathering and analyzing customer insights, gaining a deeper understanding of customer behavior and preferences, and making improvements to its products and services.

Brand strategy development is another key term in brand loyalty and retention. In the oil and gas industry, brand strategy development can be achieved through various means, including brand positioning, brand messaging, and marketing campaigns. For example, an oil and gas company can develop a brand strategy development program that includes procedures for planning and implementing brand strategies, achieving business objectives, and differentiating the brand from its competitors.

Customer experience metrics are also an important concept in brand loyalty and retention. They refer to the process of measuring and analyzing customer experience to gain insights into customer behavior and preferences. In the oil and gas industry, customer experience metrics can be measured through various means, including customer feedback, social media metrics, and loyalty program data. For instance, an oil and gas company can measure its customer experience metrics through customer feedback and use this information to make improvements to its products and services.

Brand reputation analysis is another key term in brand loyalty and retention. It refers to the process of analyzing and evaluating a brand's reputation to identify areas for improvement. In the oil and gas industry, brand reputation analysis can be achieved through various means, including social media monitoring, crisis management, and stakeholder engagement. For example, an oil and gas company can develop a brand reputation analysis program that includes procedures for analyzing and evaluating the brand's reputation, identifying areas for improvement, and maintaining a positive brand reputation.

Customer segmentation analysis is also an important concept in brand loyalty and retention. It refers to the process of analyzing and evaluating customer segments to identify high-value customers and develop targeted marketing efforts. In the oil and gas industry, customer segmentation analysis can be achieved through various means, including data analytics, market research, and customer feedback. For instance, an oil and gas company can develop a customer segmentation analysis program that includes procedures for analyzing and evaluating customer segments, identifying high-value customers, and developing targeted marketing efforts to increase loyalty and retention.

Brand valuation model is another key term in brand loyalty and retention. It refers to the process of estimating the economic value of a brand using a variety of metrics and methodologies. In the oil and gas industry, brand valuation models can be developed through various means, including financial analysis, market research, and customer feedback. For example, an oil and gas company can develop a brand valuation model that includes procedures for estimating the economic value of the brand, analyzing financial data, and gathering customer feedback to make improvements to its products and services.

Customer lifetime value modeling is also an important concept in brand loyalty and retention. It refers to the process of estimating the total value of a customer to a brand over their lifetime using a variety of metrics and methodologies. In the oil and gas industry, customer lifetime value modeling can be used to identify high-value customers and develop targeted marketing efforts to increase loyalty and retention. For instance, an oil and gas company can develop a customer lifetime value modeling program that includes procedures for estimating the total value of a customer, identifying high-value customers, and developing targeted marketing efforts to increase loyalty and retention.

Brand architecture framework is another key term in brand loyalty and retention. In the oil and gas industry, brand architecture frameworks can be developed through various means, including brand positioning, brand messaging, and marketing campaigns. For example, an oil and gas company can develop a brand architecture framework that includes procedures for organizing and structuring the brand's portfolio, increasing clarity and consistency, and differentiating the brand from its competitors.

Customer experience design framework is also an important concept in brand loyalty and retention. In the oil and gas industry, customer experience design frameworks can be developed through various means, including customer service, personalized marketing efforts, and loyalty programs. For instance, an oil and gas company can develop a customer experience design framework that includes procedures for designing and delivering customer experiences, meeting or exceeding customer expectations, and increasing loyalty and retention.

Brand governance framework is another key term in brand loyalty and retention. In the oil and gas industry, brand governance frameworks can be developed through various means, including brand positioning, brand messaging, and marketing campaigns. For example, an oil and gas company can develop a brand governance framework that includes procedures for establishing and enforcing brand standards and guidelines, increasing consistency and clarity, and differentiating the brand from its competitors.

Customer engagement framework is also an important concept in brand loyalty and retention. In the oil and gas industry, customer engagement frameworks can be developed through various means, including loyalty programs, customer service, and personalized marketing efforts. For instance, an oil and gas company can develop a customer engagement framework that includes procedures for planning and implementing customer engagement strategies, increasing loyalty and retention, and providing personalized marketing efforts to customers.

Brand identity system framework is another key term in brand loyalty and retention. In the oil and gas industry, brand identity system frameworks can be developed through various means, including brand positioning, brand messaging, and marketing campaigns. For example, an oil and gas company can develop a brand identity system framework that includes procedures for creating a consistent and compelling brand identity, differentiating the brand from its competitors, and increasing loyalty and retention.

Customer insights management framework is also an important concept in brand loyalty and retention. In the oil and gas industry, customer insights management frameworks can be developed through various means, including data analytics, market research, and customer feedback. For instance, an oil and gas company can develop a customer insights management framework that includes procedures for gathering and analyzing customer insights, gaining a deeper understanding of customer behavior and preferences, and making improvements to its products and services.

Brand strategy development framework is another key term in brand loyalty and retention. In the oil and gas industry, brand strategy development frameworks can be developed through various means, including brand positioning, brand messaging, and marketing campaigns. For example, an oil and gas company can develop a brand strategy development framework that includes procedures for planning and implementing brand strategies, achieving business objectives, and differentiating the brand from its competitors.

Customer experience metrics framework is also an important concept in brand loyalty and retention. It refers to the process of measuring and analyzing customer experience to gain insights into customer behavior and preferences. In the oil and gas industry, customer experience metrics frameworks can be developed through various means, including customer feedback, social media metrics, and loyalty program data. For instance, an oil and gas company can develop a customer experience metrics framework that includes procedures for measuring and analyzing customer experience, gaining insights into customer behavior and preferences, and making improvements to its products and services.

Brand reputation analysis framework is another key term in brand loyalty and retention. In the oil and gas industry, brand reputation analysis frameworks can be developed through various means, including social media monitoring, crisis management, and stakeholder engagement. For example, an oil and gas company can develop a brand reputation analysis framework that includes procedures for analyzing and evaluating the brand's reputation, identifying areas for improvement, and maintaining a positive brand reputation.

Customer segmentation analysis framework is also an important concept in brand loyalty and retention. In the oil and gas industry, customer segmentation analysis frameworks can be developed through various means, including data analytics, market research, and customer feedback. For instance, an oil and gas company can develop a customer segmentation analysis framework that includes procedures for analyzing and evaluating customer segments, identifying high-value customers, and developing targeted marketing efforts to increase loyalty and retention.

Brand valuation model framework is another key term in brand loyalty and retention. In the oil and gas industry, brand valuation model frameworks can be developed through various means, including financial analysis, market research, and customer feedback. For example, an oil and gas company can develop a brand valuation model framework that includes procedures for estimating the economic value of the brand, analyzing financial data, and gathering customer feedback to make improvements to its products and services.

Customer lifetime value modeling framework is also an important concept in brand loyalty and retention. In the oil and gas industry, customer lifetime value modeling frameworks can be used to identify high-value customers and develop targeted marketing efforts to increase loyalty and retention. For instance, an oil and gas company can develop a customer lifetime value modeling framework that includes procedures for estimating the total value of a customer, identifying high-value customers, and developing targeted marketing efforts to increase loyalty and retention.