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Article Loyalty Strategy

Why Some Companies Are More Committed to Customer Loyalty Programs

If you look around, there’s loyalty programs everywhere. Airlines, retailers. coffee chains. You name it. But all those programs aren’t equal. And in particular the effort being put behind those programs isn’t equal.

Some Companies Go Beyond

Companies like Starbucks and others are always tweaking and enhancing their loyalty programs. Making them mobile, adding new payment types, creating new ways of engaging customers. But others are not.

Why do some companies seem to be constantly innovating in their loyalty programs while other seem to be content putting a program in place and letting it do a ‘good enough’ job?

The Spark is Business Model Impact

The big difference is how key team member see the connection of the loyalty program to business performance. Which parts of the business model will be affected? The same areas that they focus on improving every day. If you want your sales people to care about your loyalty programs and sell them, you need to make them understand it gives them recurring revenue to boost their future revenues.

Apr 3, 2015  
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