Trendy business buzzwords aren’t any fun until you form an opinion and seek feedback to get to the substance of the issue. Customer Engagement is one of those terms that is being mentioned more frequently than Kim Kardashian was during the Super Bowl. It’s the 2010 version of “what...
Read More →Loyalty Marketing has had its most notable successes in high frequency transaction environments. Think airlines, credit cards, gaming, hotels, and retail. Where the sales cycles are extended or the opportunity for transactions less frequent, there have been fewer examples of success. Think insurance...
Read More →Data driven marketing programs which unite tangible rewards and special benefits are meant to change behavior. And the outcome of the behavior change should render a business benefit for the company sponsoring the program and create feelings of affinity and goodwill from the people whose behavior ch...
Read More →“While not every business needs a Loyalty Program, every business does need a well planned and executed Customer Strategy.” This is one of the loyalty mantras that I share on Hanifin Loyalty and the statement represents a guiding light on the path to innovation in the next wave of Loyalt...
Read More →“P” as in Profitability, that is. Part of the challenge in playing the Loyalty Marketing game is that we, as strategists and solutions providers, tend to confuse the issue for our clients through our own marketing-speak. We spend too much time battling over semantics and definitions when...
Read More →Designing strategic marketing plans, I take comfort in using a proven planning methodology as I am assured of covering every aspect needed to create and launch an effective Customer Strategy. In other words, I am always sure to thoroughly vet client project objectives, customer needs and behaviors, ...
Read More →If we were playing a word association game, tossing out “Loyalty” to the crowd would elicit responses “Points” or “Miles”. In a similar way, ask what business problem Loyalty is designed to solve and most people would respond “attrition” or “ret...
Read More →Having a well planned and executed Customer Strategy should be the litmus test for the efficacy of today’s corporate marketing department. Think you can live without it? Then ask yourself why companies are putting more choice in consumer hands each day and striving to gain perspective on customer ...
Read More →“While not every business needs a loyalty or rewards program, every business does need a thoughtfully created and well executed Customer Strategy.” This snippet of dogma clipped from the Hanifin Loyalty LLC site is backed up by many examples in the marketplace. It emphasizes the importance of fo...
Read More →Ever since man has been on earth, we’ve been running. In the beginning, our motivation was the need for food, shelter, and survival. By the mid-twentieth century, pursuit of fitness through sweaty activities had become the domain of oddballs. Given the outlaw nature of adult fitness only 50 years ...
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