What exactly is needed to create an 'effective' customer loyalty and retention strategy? And, more importantly, what tools can organisations use to stay on top of customer trends to remain relevant in a changing and competitive market?Ahead of Customer Loyalty & Retention 2016, we spoke with Kate Moonen, Head of Customer Marketing at HCF, to find out the steps her team is taking to create value for customers, and how this is helping to keep customers coming back for more.Read the article to find out more about how to: •    Establish what value looks like for your customers •    Embed this value within your brand to retain customers•    Use customer data to create a personalised customer experience•    Address customer pain-points to create a frictionless customer experienceDownload the full article here.