Are You a Loyalty Company?

It’s harder than ever to earn your customers’ loyalty. They are “always on, ” have instant access to myriad choices, and can easily find the cheapest prices from any supplier. Many companies think they’ve solved this with a loyalty program, but the competition is stiff there, too. On average, consumers belong to eight loyalty programs — the majority of which are ruled by points, discounts and financial rewards. And let’s face it: These transactional benefits are more about increasing frequency and spend than influencing emotional loyalty and devotion to a company.