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Thursday, March 17, 2011

Whose loyalty is it, anyway?

An interesting story in today’s Marketing Daily suggests that many customers are less than impressed by some of the customer rewards programs out there. Click here to read the full story.

Implications: Do you see your company’s reward program first as a direct marketing tool that lets you advertise to current and past customers… or is its primary function to foster loyalty among those consumers?

Don’t get me wrong: A good rewards program could and should do both. But if you’re focused too heavily on the advertising aspect of this tactic, and too little on the customer service component… the company/consumer relationship could be at risk. A great loyalty program doesn’t just reward the consumer for being loyal to you; it should demonstrate that your company is loyal to the consumer.

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.

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