Importance of Data for True Customer Appreciation

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Recently, a mail order company in a highly competitive online market asked us what kind of data or information is needed to support a loyalty program. Our answer was that program requirements today typically require POS transactions (including member and store IDs), web data, contact details, and all customer engagement information, interactions that can be accounted for during loyalty program design. The thing they didn’t explicitly ask was what the data would be used for. Since this....

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