For Mike Belcher, Vice President of Media and Consumer Engagement at T-Mobile, the concept of T-Mobile Tuesdays−which launched June 7−turns the idea of a loyalty program upside down. “Most corporations say ‘thank you’ with rewards and loyalty schemes that are not much more than thinly veiled marketing attempts to manipulate customers into forking over more of their hard-earned cash,” Belcher told Loyalty360. “As the Un-carrier, we knew we wanted to say thanks to our customers – they are the....

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