There's a growing body of evidence showing that customers care less and
less about the loyalty programs of individual brands.
Not exact matches
Breakthrough leaders are
less concerned with people's personal
loyalty to them and more concerned
about building a place where everybody is loyal to the company first — even if that means disagreeing with the big cheese.
There's the Chicago based Domino's franchisee who sends personalized videos (think Old Spice Guy, but
less naked) to people who tweet both praise and complaints
about his pizzas, getting him praise on 87,000 Web sites and fierce
loyalty from his customers.
Questioning another's
loyalty without knowing anything
about them doesn't make you better than, rather
lesser than.
Though Marra uses this setup to explore some major questions
about life, love and
loyalty, his characters are never
less than real, and their struggles inspire even as they break your heart.
Although Adam is
less than thrilled
about his new situation, when he is asked to spy on his master as a suspected smuggler, he has to decide where his
loyalties lie.
«If you think
about where
loyalty is going, it's
less about the «do this, get that» currency approach and more
about creating experiences and unique benefits that will engage customers.
Having already done this analysis for some of the US airline
loyalty programs I was
less surprised
about the results this time (the UK results mirror the US results quite nicely) but there's one thing that bears repeating:
but British Airways has been busy devaluing its
loyalty program and, following the latest devaluation earlier this year, their own flyers earn
less for flying on British Airways than their AAdvantage counterparts... and that's quite strange if you think
about it.
But that's no excuse for reimbursed business travelers to relax: they still have to make decisions
about the cards they use to pay for their reimbursed travel, and to a
lesser extent which airline and hotel programs to pursue
loyalty with.