“Seeing beyond the loyalty illusion…”

I’ve always been somewhat sceptical about loyalty programmes.  but this is mostly personal bias, as I am deliberately ‘disloyal’.   Here is Accenture’s latest take on loyalty and loyalty programmes, based on some research that they have conducted.  They have five recommendations (for U.S. firms):

  • “Identify and shut down programmes that dilute margin.
  • Leverage connections of existing customers to acquire new ones.
  • Millennials are less swayed by loyalty programs. Understand what they like, and what types of promotions they will embrace.
  • Customers that recommend brands to others are critical. Invest in strengthening this loyalty behavior.
  • Capture, analyze and act on customer feedback across silos. Work with partners to share expenses associated with loyalty.”
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