Evolution: The game changer behind building customer relationships that last
Loyalty programmes today all too often fail in their task of building profitable, long-term relationships with customers. There are many reasons why this is the case, including:
- A lack of credibility and trust between service provider and customer
- Rewards that are neither relevant nor sufficiently desirable to the recipient
- An approach to interacting and recognizing customers that is distant rather than intelligent
- Programmes goals that aren’t clearly defined
CSPs Marketers have historically designed loyalty programmes that offer run-of-the-mill to poorly understood recipients. They hope this will mean they can charge more and move away from commodity pricing and into the realm of getting an emotional response if the programs are successful. But increasingly, traditional loyalty programs are failing to deliver the desired results.