While there are many successful loyalty programs, there are three common mistakes that many companies make as their programs are developed or evolve, according to Mike Romano, senior vice president of mobile sales and client services at SoundBite Communications, Bedford, Mass.
The biggest mistake that companies make is not recognizing the growing power of mobile communications, Romano says. “Ninety-eight percent of people today have a cell phone. Fifty-five percent have a smartphone. Companies need to leverage that....