Why Human Connection Drives Revenue | The Shift to Pure Retention, Loyalty and Agentic Commerce and More

In this episode of the Loyalty Leaders Podcast, Roger Williams sits down with Rik Luttmer, Loyalty Strategy & Program Architect at Loyalty Chiefs. Rick argues that treating loyalty as a simple marketing tactic or commodity is a mistake. Instead, he believes true loyalty is a magnificent phenomenon rooted deeply in human evolutionary psychology.
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Roger Williams is joined by two heavyweights in the customer retention space: Pauline van Dongen, and Koji Hayashi. Together, they break down the biggest misconceptions in relationship marketing today and explain why treating loyalty as a simple promotional tactic will ultimately cost you your best customers.