Although many brands trumpet the rollout of various loyalty programmes designed to boost customer engagement, most of these initiatives are having little to no effect. This is according to a recent study conducted by Truth, a loyalty and CRM consultancy and WhyFive, an online research company. The 2016 Truth Loyalty Whitepaper revealed that 26% of economically active South Africans are using customer loyalty programmes, with more than 100 programmes on offer.

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