Tim Suther, the CMO of Acxiom, recently wrote in Ad Age about the keys to and benefits of customer centricity. This caught our eye, because loyalty programs must be customer centric in order to drive lifetime value and profitability. Mr. Suther calls out two critical steps that a marketing organization must follow in order to reap maximum benefit:
1. Reallocate your investment in customer relationships to those customers with the most potential for profit
In order to do this....