Monday, May 16, 2011

What are you coding today?

Loyalty can only be earned. It is not a card. It is not a membership. It is definitely not a program. A loyalty program may in fact detract your team from building brand loyalty. 

Loyalty involves delighting consumers with your brand experience, earning their trust and gaining their respect in the way you treat them and do business with them. You forge a relationship and you work hard at keeping it. Like any relationship.

Most loyalty programs out there seem to me more like discount plans, points collection system and “here let me bribe you” scheme. To use the word “loyalty” in such a way is really to dishonor the word.

Can your loyalty be programmed?

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