and Canadian loyalty-program members and found many programs lack clarity and ignore – or simply fail to discover – what customers truly value. COLLOQUY recently conducted a major survey of more than 2,000 U.S. And misalignment between program investment and business objectives is leaving money on the table, diluting retailers’ investment and failing to provide the experiences that create real longterm emotional loyalty.
But loyalty marketers aren’t doing enough to drive engagement and value for program members. It’s based on a sense of trust, on the expectation that companies will be responsible stewards of their personal data and use it to create personalized, meaningful and rewarding experiences. But are they still effective? Marketers continue to pour more and more time and money into their programs, but are they getting the kind of payoffs they expect in long-term relationships, customer engagement and impact on sales and profitability? Or are they wasting their entire loyalty investments? Loyalty is about much more than a program it’s a way of thinking about customers’ entire experience and creating an environment where they want to forge deep and long-lasting relationships. Sure, there’s no doubt that loyalty programs are still popular. Customer Loyalty in 2015 & Beyond | October 2015Ĭustomer Loyalty in 2015 & Beyond Are You Wasting Your Money?
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