The “always on” connectivity of customers means they have become empowered with control, voice and demand, as the unification of physical and digital allows for immediate price and offering comparisons. Because loyalty is mission critical, businesses must seek an evolved approach by means of loyalty programs to impact customer behavior. “Your customers have fewer reasons to be loyal than ever before and are really less loyal than they’ve ever been before,” said Emily Collins, analyst at Forrester Research. “This is because empowered customers are now in control. They want control over the interactions they have with brands. They have a voice that’s loud and far reaching and they have heightened expectations for the way companies interact with and serve them.” Get the full story at Mobile Marketer