Loyalty is the new growth strategy

In this CX Summit closing keynote, Tara Paton—CEO and founder of Huemanize, a firm that helps brands build loyalty programs—shares a powerful perspective on rethinking loyalty as a long-term growth engine. She explores why loyalty is gaining boardroom attention, how brands can build emotional connections with customers, and what it takes to embed retention into company culture and operations.

Tara Paton’s session offered a fresh, strategic take on loyalty—far beyond points and perks. For customer service leaders, it was a compelling call to treat loyalty as a company-wide priority rooted in trust, consistency, and connection.
Key takeaways for customer experience leaders:

Loyalty should be embedded across teams, not siloed in marketing
Emotional connection drives long-term retention and value
Start with the data you have—perfection is not required to begin