Each week, I read many customer service and customer experience articles from various resources. Here are my top five picks from last week. I have added my comments about each article and would like to hear what you think too.

Have Retail Loyalty Programs Moved Beyond Discounts? by Tom Ryan
(RetailWire) While discounts and points still motivate participation in loyalty programs, softer perks – like exclusivity, early access, and VIP treatment – rank among the strongest loyalty drivers across generations, according to new research from GWI and Razorfish.

My Comment: We kick off this week’s Top Five Roundup with an excellent article about loyalty programs. I’ve written many articles about customer loyalty programs.  Most of them offer discounts and perks, making them little more than glorified marketing programs. According to the author, “softer perks – like exclusivity, early access, and VIP treatment – rank among the strongest loyalty drivers.”
The Future of Brand Loyalty by Scott Brandon
(Fast Company) Let’s talk about the future of loyalty programs—the kinds that don’t feel like programs at all, but more like belonging.

My Comment: And while we’re on the topic of loyalty programs, here’s another article that emphasizes the shift from traditional points and perks to an experiential program that delivers value and drives positive emotional feelings toward the company or brand.
Customer Loyalty Still Exists, But It Has Shifted by destinationCRM
(destination.CRM) Ninety-eight percent of U.S. consumers make repeat purchases annually, but 55 percent say their loyalty has changed in the past five years, according to new data from research company Clutch.

My Comment: Is this a third article on customer loyalty? Kind of, but not really. This article isn’t about loyalty programs, but instead sends the message that one of the most important drivers (if not THE most important) of loyalty is trust. With trust and authenticity, you won’t have loyalty. There are several findings from the research company Clutch that support the loyalty/trust concept.
AI-Powered Customer Experience: Moving Beyond the Chatbot by Raymond Tembo
(The AI Journal) Forward-thinking C-suites now view AI as a core differentiator, not a futuristic experiment. It’s helping brands increase satisfaction, cut costs, and build loyalty that goes far beyond transactional interactions. The new frontier of customer experience isn’t just powered by AI—it’s defined by it. 

My Comment: When used the right way, AI is creating a better customer experience. The advances in technology, along with a much lower cost of entry, allow companies and brands to better service their customers. Our annual CX research finds that customers are saying it’s easier to use self-service than in the past. AI-fueled chatbots can now recognize customers, personalize the interactions, and proactively solve problems before the customer ever finds out about them
Time for a Reboot How We Measure Customer Success by Michelle Wicmandy
(CMSWire) Legacy metrics no longer tell the full story. It’s time to move beyond handle times and satisfaction scores.

My Comment: We close this week’s Top Five roundup with an excellent article on how we measure customer success. The article starts by emphasizing that customer service is no longer a cost center. It has become the “frontline of brand experience.” There is a lot to unpack here, but two of the topics that most intrigued me were the short section on turning feedback into growth and the new metrics to grade how effectively your customer service experience is creating repeat business and advocacy.

Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops. Connect with Shep on LinkedIn.