In the movie Up in the Air, George Clooney's character is a consultant obsessed with loyalty programs. His goal is to reach 10 million frequent flier miles and have a plane named after him. But what companies can actually take their loyalty programs that far? How far can you go to keep loyal customers interested and reaching for more?

Many companies offer loyalty programs, designed to reward the most loyal customers and make sure they build share of wallet. They have a progression path, tiers to be reached, and higher and higher privileges that members aspire to achieve. So what happens when a customer reaches the top of the pyramid? How do you keep the spark of the initial relationship going strong?

Continue reading "Customer Loyalty's Seven-Year Itch" »

Posted by Benjamin Filaferro | Permalink | Comments ()

Allocating value to each customer allows companies to determine how much money and other resources they want to invest in that particular person or group. Doing so is a critical step for organizations, and probably the first research they should engage in when it comes to customer analytics.

Continue reading "Customer Valuation Is a Crucial Step for Businesses" »

Posted by Peppers & Rogers Group Consulting Team | Permalink | Comments ()

Social networking brings an abundance of opinions to today's consumer marketplace. That chorus of voices immediately exposes any wrongdoing on the part of companies. What's more, anything anyone says on the Internet about your company is now immediate, ubiquitous, and permanent. The best defense in such a world is to treat customers right, day after day after day.

Continue reading "Trustability: A New Business Imperative " »

Posted by Martha Rogers | Permalink | Comments ()