Changing face of loyalty: a B2B perspective for SMEs

Among traditional b2b companies, particularly SMEs, there is a belief that growth hinges on reducing expenses and improving revenue levels. Today, more forward-thinking and pragmatic companies also attribute the growth to customer loyalty. Hetarth Patel, Managing Director UAE and Vice President MENA for WebEngage shares his insights into the importance of loyalty and how SMEs can make the most of it.

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