“If you want customers to respect your brand, honor and respect them. That’s the key to loyalty – simple integrity.”, said Yara Wehbe – Head of Business Excellence at Masafi, at the inaugural edition of the CX & Loyalty Summit & Awards – organized by Verve Management. As markets become more competitive and consumer expectations evolve, organizations are beginning to recognize that loyalty is not only a byproduct of satisfaction, but a strategic imperative in retention.