filed in Brand, Loyalty Futures, Thought Leadership on Aug.05, 2011
Cycling commentators like to quip that the individual time trial is a “race of truth”. In other words there’s no place to hide as the man and machine face off against the clock.
The winner of the most recent edition of the Tour de France was decided on the final day in such a race, as [...]
filed in Airline, Loyalty Asterisk™ on Mar.05, 2009
Not only are the airlines missing a significant opportunity to engage their best customers based on data they already possess, they are eroding their value proposition by adding fees to multiple aspects of the in-flight experience as well as their frequent flyer programs.
In a WSJ “Middle Seat” column dated 2/3/09, I was reminded of the [...]
filed in Airline, Brand, Customer Experience, Database on Mar.05, 2009
Deregulation of the US airline industry in 1978 was intended to create a competitive environment that would benefit the flying public and bring profitability to the airlines. With a number of bull and bear cycles under the belt, 2009 finds the airlines continuing to struggle for profits, and consumers once again being punished just for [...]
filed in Banking & Cards, Communications, Loyalty Asterisk™ on Apr.30, 2008
I have long maintained that two moments of truth define whether consumers will engage with a loyalty program, the exception being that some loyalty geeks like myself will sign up for anything just to see how it works!
The two-step process goes like this:
What’s in it for me? A quick read of the “take me”, direct [...]
filed in Case Study, Communications, Customer Experience, Recognition Benefits on Mar.05, 2008
Loyalty Marketers are regularly challenged to differentiate their value propositions and are continually vexed in attempts to build community among like-minded users of their product or service. In the midst of chasing increasing levels of sophistication to reach targeted consumer groups, I have to pause and celebrate simplicity.
The Greater Fort Lauderdale Road Runners Club has [...]
Loyalty Truth covers all aspects of Loyalty Marketing, Customer Strategy and all things Customer-Centric. The author, Bill Hanifin, has worked with top companies in virtually every consumer facing industry across North America, Europe and Latin America. His insatiable curiosity to understand how consumers make purchase decisions leads to valuable insights used by business to establish enduring brand loyalty.
Loyalty Truth is published by Hanifin Loyalty LLC. Feel free to join the discussion by leaving comments, and stay updated by subscribing to the RSS feed
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