Is there a difference between a customer loyalty scheme and a customer loyalty program? According to a report from Australian-based customer communication solutions provider Salmat, there most definitely is a difference.
When many people think of loyalty, according to Salmat, they think of points-means-prizes reward programs accompanied by plastic cards. These schemes are typified by transactional exchanges, which earn some form of partial credit toward a future purchase. But for most consumers they do little to create brand loyalty by....