Loyalty Management


Is There a Loyalty Model?

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Industry experts, rife with hopeful optimism in the early days of CRM and customer loyalty programs, thought CRM was the ultimate tactic to clinch and sustain a personal rela tionship with their customer. They did not consider the breadth and depth of fundamentals we now know are necessary to achieve customer loyalty. Nearly a generation ago, the Peppers & Rogers Group invented the term “1-to-1 Marketing” to illustrate the importance of customer relationships. Their route to customer loyalty success follows the following four steps: Identify (the most profitable customers) Differentiate (acknowledge their status) Interact (develop a dialogue with…

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