South Africa, Sept. 2 -- South African consumers have more choice, more information and fewer barriers to moving from one brand to another than ever before. When dozens of businesses are competing for the attention - and wallet - of the same customer, it is no longer enough to acquire a customer and hope they choose you again.

And this is where our understanding of loyalty needs to change.

Customer loyalty is no longer simply about points, prizes or the occasional discount. It is about using what you know about your customers to build more relevant relationships with them - ultimately increasing Customer Lifetime Value (CLV).

As more South African businesses move online, customer retention is becoming increasingly scientific. Businesse...