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Today we are witnessing an increasingly steep divide between loyalty haves and have-nots. As programs proliferate, customers have become harder targets – forming strong allegiances with dominant programs while abandoning participation in others.
In considering how to respond, it is helpful to consider that loyalty is really about delivering an enhanced customer experience. In today’s age of choice, information and access, brands that fail to use customer information to create superior customer experiences are always at risk of losing out to competitors who do. Here are seven critical habits we have discovered are always present in the most effective loyalty programs:
Highly effective loyalty programs always act on customer insights to improve the customer experience, which in turn drives true customer loyalty. Companies that lag in customer experience are always at some degree of long-term risk. To avoid future disappointment, the time to build a highly effective loyalty program is most definitely now. n
How is your program doing? If you would like help in assessing an existing program – or in designing a new one – Aimia’s world-class strategy team is ready to help. Please contact us at [email protected] or www.aimia.com.
 Capgemini, Fixing the Cracks: Reinventing Loyalty Programs for the Digital Age. March 26, 2015
 Source: Edgell Knowledge Network, titled "State of the Industry Research Series: Customer Loyalty in Retail“
 THE 2013 MARITZ LOYALTY REPORT US EDITION, May, 2013