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Loyalty is the watchword for brands: How to build it, how to sustain it, how to monetize it. We all know the value of loyal customers, and companies now spend billions each year incentivizing them to stick around -- 90% through some form of a loyalty program. Some of these programs have seen great success, while others… well, others have provided us with lessons learned… ‘bloopers’, if you will. And while bloopers can be funny to watch at the end of a cheesy movie, when it comes to loyalty programs they can be disastrous.
Accenture’s 2017 research reveals that 77% of consumers admit they now retract their loyalty more quickly than they did three years ago.
Loyalty, clearly, is hard won and easily lost. When a consumer has a blooper experience with a loyalty program, it can be daunting task to win them back. This paper will identify some of the most common “outtakes”, gaffes, and otherwise head-hanging mistakes that brands have made – and how they can be salvaged with a well-thought out “reshoot”.
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