The News, Views, Insights, and Opinions affecting consumer engagement
That You Need to Know
In this week's customer engagement recap:
- Allegiant Alignment: What Faithful Followers of Retail Loyalty Programs Want
- Wired for Deals: The Scientific Benefits of Saving Money
- Why It's Time to Rethink Frequent Flier Programs
- Churn Fighting Focus: Making customers’ first experiences count
- The Risks and Rewards of Corporate Holiday Gifts and Bonuses
Allegiant Alignment: What Faithful Followers of Retail Loyalty Programs Want (Nielson)
There's a lot of good data in this article and the research report it's promoting. Allow us to summarize: a vast majority of the population belongs to one or more loyalty programs, primarily because they want cash back, free stuff, and discounts. If that sounds a little pessimistic, there's good news: in order to receive those benefits, they're willing to give brands that offer loyalty programs an open window in which to educate, reward and otherwise create a bond. Handled wisely, you can turn that deal hunter into a profitable, long-term customer. Speaking of...
Wired for Deals: The Scientific Benefits of Saving Money (The Access Loyalty Blog)
You may think that couponing isn't a wise marketing strategy, or you might be like us and think that they're really effective when used wisely. Regardless, millions of Americans have become habituated to looking for deals to stretch their dollars over the past 15 years. And as this piece illustrates, it's is becoming a wired-in-the-brain habit.
Why It's Time to Rethink Frequent Flier Programs (Airfare Watchdog)
In terms of takedowns, this is the Macho Man off the top ropes with a atomic elbow straight to the gut of airline loyalty programs.
Maybe that's an exaggeration, but this article does as good a job as any I've seen of summarizing the myriad issues consumers have with FFPs, from earning miles to burning them and paying hidden fees along each step.
Churn Fighting Focus: Making customers’ first experiences count (Churn Zero)
We've written about the importance of onboarding before, and how it's critical to get customers or members to that first, essential experience. This article is a great summary of how to navigate that process, especially if it might take a bit to get that first win.
The Risks and Rewards of Corporate Holiday Gifts and Bonuses (The Access Loyalty Blog)