RICHMOND, Va., Sept. 22, 2011—When it comes to customer astonishment, 32 percent of loyalty marketing respondents said they are in development with their strategy and an equal number noted that it’s “on their radar screen” to develop one. Nearly 60 percent felt that the most useful strategy for astonishing customers included recognition and personalization.

This survey was conducted during a webinar presented last week by Mike McDonnell,  Vice President of Product Management and Client Solutions with Affinion Loyalty Group, and hosted by Loyalty 360. The webinar, “The Bright Side of Negative Engagement,” offered participants insights and best practices for recognizing the opportunity inherent in engaging a disappointed customer.

Astonishing customers is just one step in converting a dissatisfied customer who never wants to do business with your company again into a positively engaged customer—one who genuinely desires to interact. Listening,  acknowledging and being accountable also are key to engaging unhappy customers. Additionally, you must remove obstacles, astonish them and make them look good. And all of that helps build trust in your brand.

“Companies are coming to understand the importance of listening to their customers, as evidenced by almost two-thirds of our participants having a strategy in place,” noted McDonnell. “There can be a significant increase in a company’s bottom line, as customers are regularly willing to pay a premium for a superior customer experience.”  

To view a recording of the webinar available for a limited time, visit this link:

About Affinion Loyalty Group: 

Affinion Loyalty Group (ALG) is a leading loyalty provider whose products and services touch one in every three Americans. With 30 years of experience, the company drives incremental revenue by increasing customer loyalty for its clients who include top financial institutions,  hotel and airline companies, and automotive manufacturers.  Headquartered in Richmond, Va., ALG is the loyalty division of Affinion Group, the global leader in customer engagement. For more information, visit

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