Articles

1. Should Loyalty Programs Be Exclusive? DMNews
   
   
2. Georgia Tees Off with Loyalty Card

   Loyalty card programs are a common component for many companies looking to collect customer data and reward regular customers. But the Georgia Dream Pass (GDP) is different in that it's being offered by the Georgia Department of Economic Development (GDEcD) –- making it the only U.S. state government entity involved with such a program. Continue Reading >>

3. Got Loyalty

   More than 75 percent of all American consumers are enrolled in a loyalty program, according to Jupiter Research. Gartner says American companies spent more than $1 billion creating and supporting those programs in 2004. But after years of throwing money and points at these millions of consumers, numerous organizations are morphing to a more carefully calculated customer strategy.Continue Reading >>

4. Loyalty Programs Grow Up Just in Time

   Happy Birthday to mass market loyalty programs. Now that they're 25, they need to grow up—and it looks like they just might be doing so. Continue Reading >>

5. The Myth of Customer Loyalty

   There has never been a better time to focus on building customer loyalty. Multichannel options and a barrage of messaging have made consumers more fickle than ever. Continue Reading >>

6. Approaches to Capturing Customer

   Current best practices in loyalty marketing focus on customization and maximizing the benefits from points programs. However, many organizations are taking their loyalty initiatives to the next level by better examining customer value. Continue Reading >>

7. Is Loyalty at Risk?

   In this era of always-on marketing, customers are showing signs of fatigue. The multitasking digital lifestyle, constant media distraction in the home and workplace, and the hypercompetitive marketer's pursuit for customers' time and attention have driven valuable customers to tune out. Continue Reading >>

8. Turning Customer Engagement Into Action

   Customers who advocate for your company are an invaluable asset.

   "Each customer buys with one of two distinct personalities," says John Todor, managing partner of marketing consultancy The Whetstone Edge. "[One is] the indifferent personality, when the customer sees the purchase as a task, and shops to get the best tradeoff between price and convenience, and there is no emotional involvement or loyalty. The other is the engaged personality, which pursues the outcome of whatever you're selling because it is meaningful and valuable to them." Continue Reading >>

9. Loyalty Efforts Hit the Mass Market

   Forget taste tests. Get over the highly paid celebrity endorsements. Forget the Super Bowl. It's all over. The real excitement in consumer packaged goods (CPG) marketing is in relationship marketing.

   Wait! Don't reach for the page corner thinking this is one of those back-to-basics opinion pieces. Take a leap of faith with me here. Relationship marketing is the most exciting thing to happen in CPG marketing since soap operas and coupons. Continue Reading >>

10. Companies Get Points For Focusing On Valued Customers

    Why are customers loyal to certain brands or products? To answer that question, it’s worth looking at why some customers stop coming back for more. According to research in Michael LeBoeuf’s How to Win Customers and Keep Them for Life, 14 percent stop doing business because of product dissatisfaction; however, 68 percent say goodbye because they perceive an attitude of indifference from the owner, manager, or an employee. Continue Reading >>

11. Loyalty Driver

    Meet May. She’s a customer service avatar—and one of the many ways Royal Bank of Canada’s Client First strategy is creating customer advocacy and engagement.

    Royal Bank of Canada is Canada's largest company by market share from a shareholders' standpoint, with more than 14 million consumer and B2B clients. It's been cited as a "most respected corporation" by a variety of banking industry organizations. And it boasts a top decile ranking of employee engagement. So even at 143 years old, RBC's position doesn't exactly resemble a burning platform for change. Continue Reading >>

12. Banks Revamp Loyalty Programs to Retain Customers

    Banks have long used loyalty programs to reward customers and drive retention, but increased competition from within and outside the banking industry is forcing changes to the way these programs operate. The emphasis on customer retention is more critical than ever according to a new Forrester Research study, New Bank Rewards Programs Improve Customer Retention." Continue Reading >>