Should consumers expect that loyalty programs can be sustained by delivering transformative, emotional customer experiences alone? Not according to loyalty expert Chris Barnett, who believes in the importance of balancing emotional and rational benefits. Loyalty360 talked to Barnett, Vice President of Strategic Services at The Lacek Group, about the case for loyalty program balance and why brands should strive for this as well.
Why are so many brands emphasizing emotional benefits and rewards these days?
Barnett: There are a....