If your loyalty program seems to be missing that “spark”, maybe it’s time to put some real effort into spicing up your relationship efforts.
How do you define “customer loyalty”. Often, the term “loyalty” in marketing is used to mean one of two things: 1) Increased purchase frequency, or 2) lower likelihood to attrite. Sometimes it means both at the same time.
This casting of loyalty tends to entrap the concept as a tactical application—another tool in....