Comments for Customer Insight Group Loyalty Blog

Comment on How to Build Loyalty With Affluent Customers by Sallie Burnett

Sallie Burnett — Wed, 29 Aug 2012 15:13:55 +0000

Just read an article about Forrester Research report that details the emergence of three new customer groups including the super buyer – shoppers who may be the most useful to marketers since they have high income and are likely to impulse shop. You can read it here: http://www.luxurydaily.com/super-buyers-identified-as-powerful-luxury-shopping-group-forrester/

Comment on Caesars Expands “Total Rewards” Loyalty Program by mvucas12

mvucas12 — Mon, 14 May 2012 03:44:19 +0000

My favorite part about this was the rewards for business meetings/conferences. A lot of people go to Vegas for vacation, but I am more aware of corporations taking their employees and clients to Vegas for business and a little fun. By implementing a reward program for such an event, I think they hit a sweet spot in returning consumers. Corporations have the money to take their clients to exciting resorts, so by allowing the ability to earn free access, they are making themselves much more attractive to a client that can afford to return again and again.

Comment on Who’s Driving Loyalty Program Enrollment Right Now? by mvucas12

mvucas12 — Mon, 14 May 2012 01:02:14 +0000

I worked for Sports Authority for three years and many of our customers were also customers of Dick’s Sporting Goods. Most of these customers asked about a loyalty program as Dick’s has had one for quite a while. I am curious as to the timing of this new loyalty program. I would expect it was in the original plan that included the SA Elite stores. Obviously I am partial to Sports Authority so I do hope they haven’t “jumped on this band wagon” too late.

Comment on Loyalty 101: EXECUTION by Sallie Burnett

Sallie Burnett — Mon, 16 Jan 2012 22:48:36 +0000

Click the links below to read the first two parts in the series: - LOYALTY 101: START WITH AN EXPLORATION: Part 1 of a 3-Part Series - LOYALTY 101: IDEATION – Part 2 of a 3-Part Series

Comment on LOYALTY 101: IDEATION – Part 2 of a 3-Part Series by Sallie Burnett

Sallie Burnett — Mon, 16 Jan 2012 22:45:04 +0000

Click the link to read part one of this series, LOYALTY 101: START WITH AN EXPLORATION.

Comment on Want More Bang For Your Marketing Buck? Look to Loyalty. by Pretium

Pretium — Thu, 27 Oct 2011 05:23:18 +0000

True customer loyalty is emotional loyalty, the kind of loyalty that is earned by a company when a customer feels great about doing business with the company.

The other, less powerful, form of loyalty is what I refer to as “convenience loyalty.” Convenience loyalty is generated by companies primarily through customer loyalty programs, which are essentially ways for retailers and other kinds of businesses to encourage the continued patronage of customers. One of the best examples is, of course, the frequent-flier airline miles program. The proliferation of these kinds of programs over the past several decades is evidenced by the multitude of rewards cards that clutter wallets and thicken key chains everywhere.

I recently selected Airline X over Airline Y when booking a domestic flight solely to earn the frequent flier miles on my Airline X account, despite the fact that Airline Y had a more convenient connecting airport for the flight and a slightly earlier scheduled arrival time. This suggests that I have convenience loyalty to Airline X, but…

Am I truly loyal to Airline X? Will I recommend Airline X to others? Probably not. Will I tell others how wonderful Airline X is? No. In fact, I am not particularly fond of Airline X at all. I do business with them because my choices are limited, and, well…I might as well earn the points.

Emotional loyalty to a company is a customer’s bond with or personal connection to the company’s business, products or brand that stems from the feelings the customer develops in doing business with that company. Customers who are emotionally loyal to a company tend to describe their experiences with the company using passionate language (“I just love that company”), and they often proactively seek out ways to reward the company by becoming promoters.

Emotional loyalty is much more than a program or wonderful content. It’s an emotional decision by the customer to buy from you over and over again because it satisfies an emotional need of that customer.

Jack Dempsey
Principal, Pretium Solutions

Comment on Hope to create loyalty? Think strategically! by burkebchillin

burkebchillin — Tue, 17 May 2011 19:26:19 +0000

If you are looking for a way to increase your profits in these difficult economic times, creating and keeping loyal customers is one thing you can do right now.

In order to do this there are three key steps to follow.

First we must get to know our customers and understand their needs.

Next one should exceed their expectations and then we should think about developing a customer loyalty or incentive program.

Understanding what makes your customers tick is critical in your ability to create loyal customers. Finding out about customers needs and idiosyncrasies can be as easy as asking them. Other ways and possibly more revealing methods are available, such as conducting a customer feedback survey.

A robust system needs to be put in place which records this information and presents it your customer facing employees as and when you need it.

By getting inside the minds of your customers you will be able to anticipate their needs. You next mission in your quest for customer loyalty is to exceed those needs and expectations in the service that you deliver.

It is for these reasons why these loyalty programs are effective and unique.

Comment on Hotels going Social to seek loyal patrons by burkebchillin

burkebchillin — Tue, 17 May 2011 19:21:44 +0000

Social media is here to stay. The fact that companies, small and big, are hiring social media experts to help them navigate through this new territory. I think the fact that hotels are tying in social media is great. It makes it much more appealing to millieniels. Not to mention the fact that these companies are making more money buy allowing people to book from social media sites.

Comment on Carlson Club- New Hotel Loyalty Program by burkebchillin

burkebchillin — Tue, 17 May 2011 19:09:23 +0000

These loyalty programs seem to be highly effective. Too many companies negate these programs. Yet an article like this highlights exactly why company’s need to do this. I have a friend who started a cubcake company and his revenue has tripled with the advent of a loylaty program.

~Burke

Comment on Loyal Christmas to all, and to all …. by manthan

manthan — Mon, 13 Dec 2010 10:05:42 +0000

Nice article. While retailers end up spending large amounts creating and executing elaborate loyalty programs and promotional campaigns, the response may be disappointing. Accurate knowledge of customers who are more likely to buy the second time can help retailers focus their efforts on this concentrated target group and derive higher benefits from promotions and loyalty marketing. This can be done through RFM model retail analytics.