To Keep Your Customers, Keep It Simple

Marketers increasingly see today’s consumers as Web-savvy, mobile-enabled data sifters who pounce on whichever brand or store offers the best deal.  Brand loyalty, the thinking goes, is vanishing.  In response, most companies have ramped up their messaging, expecting that the more interaction and information they provide, the better the chances of holding on to these increasingly distracted and disloyal customers.

As Patrick Spenner and Karen Freeman of the Corporate Executive Board explain in “To Keep Your Customers, Keep It Simple,” .....