True Loyalty

Marketing literature is rife with methodologies and theories on increasing a company’s return-on-investment. Norbert Schumacher, Ph.D., director of loyalty research, Maritz Loyalty Marketing, suggests using Customer Lifetime Value (CLV), a measurement of customers’ time-discounted cash flow over the customer lifetime.

Author:Norbert Schumacher

Points-based programs have been, and continue to be, extremely effective in producing results.  But when you look at the extraordinary advances in technology, the theory, and practice of loyalty marketing have produced, it’s now clear that loyalty marketing’s “highest calling” lies in a different direction: Information; also known as data.

Author:Carlos Dunlap, Division Vice President, Solution Design, Maritz Loyalty Marketing

Traditionally, a points-based loyalty model is focused on using incentives to create changes in behaviors, which led to a “perceived” or false loyalty. In a new, more experience-based approach, we inject the customer experience and the attitudinal shifts it inspires into the mix, leading to a change in behaviors and, then,to true loyalty.

Author:Maritz Inc.

Point-based rewards programs typically follow a standard format, making it easy for competitors to duplicate, imitate and eventually surpass existing programs. Carlos Dunlap, vice president, solution design, Maritz Loyalty Marketing, explores ways that companies can differentiate rewards programs in the future and build true customer loyalty.

Author:Carlos Dunlap

With loyalty programs saturating the market, creating positive long-term changes in customer behavior requires careful evaluation. Carlos Dunlap, vice president, solution design, Maritz Loyalty Marketing, discusses how understanding true loyalty and the loyalty continuum lifecycle allows companies to foster true loyalty.

Author:Carlos Dunlap, Division Vice President, Solution Design, Maritz Loyalty Marketing

Companies that adapt their loyalty program are better able to leverage customer insight to drive retention and growth. According to Barry Kirk, strategic loyalty consultant, Maritz Loyalty Marketing, the right program adaptations also drive profitability and keep loyalty programs strong and healthy.

Author:Barry Kirk

Many marketing managers interested in rewards programs do not realize that while redemption seems like a worthy goal, it is only worthy if it leads to the ultimate goal of increasing customer lifetime value. Adrienne Roestel, senior business analyst, explains how Maritz Loyalty Marketing performs a cross-program analysis on how proximate goals and ultimate goals affect the motivational impact of redemption.

Author:Adrienne Roestel