Mobile devices enable users to be more connected than ever. As of 2015, two-thirds of Americans owned a smartphone, a number that will undoubtedly grow in 2016. Consumers can connect with anyone, anywhere, at any time. And they expect the same from brands and loyalty programs: they want to check their rewards points in line at the grocery store and chat with reps who can answer questions almost instantly.
Immediacy is no longer the goal; it’s the expectation. And loyalty programs that can offer real-time one-to-one communication will win.