May
08
Loyalty Programs Need to Put Customers’ Needs First
Posted in: Uncategorized
Loyalty programs have become all about earn and burn: customers spend money, earn points and then redeem them. It’s time to rethink this concept.
From the customer’s perspective, there’s something not quite right about loyalty to a brand being equated with rewards and aligned with programs. That’s what we heard from customers in designing an approach for a major international hotel chain. To these customers, loyalty defines a relationship and feeling of mutual trust that is built over time. It’s not something tangible that can be bought with points.
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