Independent and unbiased insight on customer loyalty and data-driven marketing

About Us

About Us is a unique source of independent and unbiased insights into all areas of digital customer-centric marketing. The site tracks the most powerful influences on customer purchase behavior and shares strategies and tactics that businesses can use to improve customer experience, increase levels of engagement and loyalty, and improve profitability.

Our “worldview” of customer marketing is that success can be most often found at the intersection of customer-centric marketing strategy, payment systems, and marketing technology. To be on top of your customer strategy game, it helps to understand how transactions are processed and which technologies are best aligned with your needs.

Bill Hanifin is the principal author of the site and he enthusiastically shares insights into customer marketing topics from a practitioner’s point-of-view.

  • Bill has years of experience working across vertical markets and in diverse geographic areas.  He has been an advisor to recognized brands around the world and has done everything from creating customer strategy for global brands to sorting out the details of daily program operations.
  • Bill’s purpose with Loyalty Truth is to share insights can only be found through years of experience designing, launching, and measuring customer loyalty programs in many settings.
  • Bill is a Founding Member of the Customer Strategy Network, serves as CEO for The Wise Marketer, and is a member of the RetailWire BrainTrust. is published by Hanifin Loyalty by Impact 21, a full-service agency delivering Digital Customer Marketing strategy and Business Intelligence solutions. Hanifin Loyalty entered into an agreement with Impact 21, a retail consultancy headquartered in Lexington, Kentucky, to merge consulting practices. Hanifin Loyalty continues to operate from its offices in Boca Raton, FL.

For more information about Hanifin Loyalty, please visit


Become a Loyalty Truth Insider!

Want to get connected with some of the best minds in customer loyalty? As an “Insider”, you’ll benefit from powerful information framed with a practitioner’s perspective. You can expect a bi-monthly summary of some of our most compelling posts and sharp reads from other sources, combined around a theme to provide insights on trends and hot topics in the market.

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