Why Customer Loyalty is a Competitive Advantage

Sarah Yandell

Published on: 10/08/2026

Customer loyalty isn't built through points and promotions. Learn how I used technology, personalisation, customer feedback and great service to generate 46% repeat revenue and turn customers into advocates.

customer loyaltyrepeat businesscustomer retentionreferral marketing

The Power of Recognition

Sarah Yandell

Published on: 19/06/2026

Do loyalty programmes really create loyalty? Drawing on my experience consulting for British Airways and building a business where 46% of revenue came from repeat customers, I explore why recognition matters more than rewards.

loyaltycrmcustomer retention