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In reflecting on the last few months for our annual trends issue of Loyalty Management, the biggest trend I’m seeing is focus back to the basics - focus on the overall customer experience, at the top. For the last 12 years we’ve been chasing the latest shiny thing. Remember when J Crew officially changed its name to jcrew.com? Loyalty programs were created with the “if we build it they will come” mentality? Facebook as the only way to communicate with your customer? We were recently challenged by a client to find and learn from innovative organizations. The challenge was to go beyond the usual – Apple, Harley Davidson – and work to understand what makes these organizations “innovative”.
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