If you’re a loyalty marketing practitioner or even just follow the space, you’ve probably heard of Fred Reichheld. Mr. Reichheld, now a Fellow at Bain & Co., authored The Loyalty Effect in 1996, a copy or two of which are scattered around Kobie headquarters.
Over time, The Loyalty Effect became a de-facto primer for anyone entering the loyalty marketing business. The core principles in the book, to create sustainable competitive advantage through a systematic approach to reward and....