have a dedicated customer loyalty team This is the third of five thoughts touching on customer loyalty programmes. Despite the fact that a great brand can build its own loyalty, without offering financial and other incentives, loyalty programmes are increasingly popular, and a growing drain on marketing resources. Many customer loyalty programmes fail to deliver […]

have a dedicated customer loyalty team This is the third of five thoughts touching on customer loyalty programmes. Despite the fact that a great brand can build its own loyalty, without offering financial and other incentives, loyalty programmes are increasingly popular, and a growing drain on marketing resources. Many customer loyalty programmes fail to deliver the required return on investment. Many such schemes prove not to be economically sustainable. There is growing awareness that there is a real science to the development of a successful customer loyalty scheme. There is certainly an increasing understanding that successful customer loyalty schemes do not need to be all about discounts and financial returns. While 61% of consumers in a recent United States study cited financial returns as a major reason for participating in a scheme, some 58% of respondents were drawn in by more tailored rewards, including information, events, and other offers. There…