Consumer meets brand.
Consumer becomes customer.
Brand offers to “go steady” with the creation of a loyalty program.
As romantics are apt to do, brand makes grand loyalty program promise.
But then, brand promises fail to meet expectations.
It’s a story that’s been repeated for as long as brands and loyalty programs have existed. Few doubt the effectiveness of loyalty programs, but there’s a dark side to them, and to the modern “loyal” customer in general.
It’s a good reminder, or more of a warning: A brand’s most loyal customers can turn into it’s loudest detractors when their trust is abused by the brand.[Continue Reading]