Blog: loyalty

Showing blogs: 1–4 of 4

Marketers Revisiting the Definition of a Best Customer

Feb 25 2011

I’m finding myself reading a lot of blogs from Seth Godin – primarily because they are short ‘n sweet, but very insightful.  For anyone who knows me… the shorter and sweeter, the better.  For those who do not know Seth, I recommend that you check him out.  I’m amazed at how well Seth can get a point across with so few words.

Continue Reading

Engagement is the New Loyalty

Oct 26 2009

Loyalty is often simplistically defined as an emotional connection with a brand; a continued preference for something that meets a person's needs in a given category. 

In that same vein, attrition is viewed as a point in time "defection" by a customer that consciously and visibly switches to another brand.  In my experience, companies that adopt this crude definition often miss the fact that customers rarely (expect perhaps in membership or subscription oriented business models) think of themselves as having a "relationship" with a company.  Instead they tend to think in a much more pragmatic and transactional way about how your company meets their needs and whether your products deliver value for money.  Viewed from that perspective, attrition is a much more complex and subtle issue and the right measure is "engagement," which is a composite measure of the many individual actions a customer takes on an ongoing basis that touch your brands in ways that lead to purchase. 

Continue Reading

Rewards Program Best Practices - Three Essential Links

Jun 19 2009

Implementing a membership rewards program is challenging both from a business as well as from a technology perspective. The links below should help you think through the issues and obstacles that must be overcome in order to become successful at loyalty marketing.

Continue Reading

A New Formula for Loyalty Program Success

Feb 17 2009

What comes to mind when you think of loyalty programs?  I'm guessing it's not S&H Green Stamps or the Gold Bond Stamps program.  However, the prevailing loyalty programs in today's marketplace are nothing more than more automated versions of these early vanguards.  We've traded in stamps for points and books for online statements.  But the underlying structure of the loyalty program has remained the same.  It's high time we wipe the slate clean and re-think loyalty program objectives and design.

Continue Reading