The rise of customer-driven digital research has tended to harm brand-related loyalty programs, according to a study from interactive marketing services company Acxiom Corp.

According to Acxiom's “Making Every Interaction Count: How Customer Intelligence Drives Customer Loyalty,” (based on a poll conducted with... Read More

Marketing truisms hold that it is far less expensive to retain a customer than engage a prospect, and that house files are considerably more valuable than outside lists. Yet 70% of marketers say fewer than one in five of their employees focus on retention, and 60% allocate less than 20% of their marketing budgets to retention activities.Read More

Acxiom and Loyalty 360 released their joint research project, “Making Every Interaction Count: How Customer Intelligence Drives Customer Loyalty,” at Loyalty Expo 2012. The research focuses on how most brands “are not leveraging (customer data) as a ... Read More

Every brand manager and product manager in the world wants more loyal customers, right? Well if they can master the art of one-simple 6-letter word they would be well on their way to achieving their goals.

 Unknown ObjectThis seemingly innocuous or harmless word can be very harmful and quite damaging to a brand’s... Read More

I’m here at the Loyalty 360 Expo, getting the current state of loyalty and loyalty programs. Several organizations have conducted research within the last year:

A) Making the case for loyalty:

    * 68% of new sales come from current customers
    * The purpose of... Read More

Despite the high cost of acquiring new customers (vs. retaining ones they already have), only one-half (49.6%) of surveyed marketing executives say they know who their most loyal customers are and how best to reach out to them, according to new study by Acxiom and Loyalty 360.

Among surveyed marketing executives:

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Just 49% of company executives agree that they know who their most loyal customers are, and the best way to reach out to them and get them to engage with their brand, finds Acxiom and Loyalty 360 [download page] in survey results released in March 2012. In fact, just 10% of respondents strongly agreed with the statement, while about one... Read More

Every time you download an app, search for a web site, send a text or drive past a store with  your GPS on, your every move may be tracked. by your cell phone company.

"They know you were playing Angry Birds. They know that you drove by Sears.  They know you drove by Dominos pizza, so they can take that and take a... Read More

We now live in a world where every penny is appreciated and the throw-away attitude of the past is gone. Customer service expectations have been increasing consistently over the last four years, with 44% of consumers saying their expectations are higher than the previous year, compared to only 31%in 2008 [Forbes]. Retailers are, for the... Read More

Comprehensive, well designed and successful loyalty initiatives are intended to drive interactivity that has been pre-determined to drive value for the hotel. The problem is that while most hotels have loyalty programs, they are not living up to their potential. The Loyalty Traveler Blog reports that on average, only 20 to 40% of program... Read More

With the hotel industry recovering, building a base of loyal guests is more important than ever. Just about every hotel has a loyalty program. And when these programs are created and implemented properly, they provide real value, differentiate the customer experience your hotel delivers, and turn your guests into brand advocates.
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While most hotels have loyalty programs, research is showing that many are not living up to their potential. Loyalty Lab reports that on average, only 20 to 40% of program members regularly accrue points toward award redemption. That means hotels are losing out on significant opportunities to encourage at least 60% of their customers to... Read More

While most brands already have an abundance of critical customer data on hand, most are not viewing or using it as a strategic asset to help create and maintain longer-lasting relationships with high-value customers, according to joint research from Loyalty 360 and marketing services firm Acxiom.

The study, entitled '... Read More

Every time you download an app, search for a website, send a text, take a picture of a QR code or drive past a store with your GPS on, your every move may be tracked by your cellphone company.

Marketing insider Mark Johnson says your data trail is worth big bucks to cellphone companies.

Many people have no idea... Read More

Your cell phone may be spying on you.

Every time you download an app, search for a website, send a text, snap a QR code or drive by a store with your GPS on, you are being tracked by your cell phone company.

“They know you were playing Angry Birds. They know that you drove by Sears. They know you drove by... Read More

“Voice of the customer”

It’s a phrase that’s getting a lot of play these days. As avenues for customer input and interaction - forums, blogs, social networking sites, online reviews, etc - are growing exponentially, the opportunity for guests to rave about great hotel experiences or vent about bad ones... Read More

Corporate social responsibility (CSR) is increasingly becoming an integral part of brands’ business strategies. Typically, when we think of socially responsible hotels examples of environmental stewardship come to mind. But in today’s increasingly competitive business landscape, CSR efforts can - and should - go beyond the... Read More

“Customer Engagement” It’s a term you’ve heard about quite a bit over the last couple of years - and one that should be at the forefront of your marketing efforts.

But what is customer engagement? Is it satisfaction? Is it loyalty? Is it recommending your brand? It’s all of these - plus more.
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Two levels of collaboration:

1. Collaboration among Loyalty Partners

While companies continue to spend well over $1.3 billion on loyalty programs, most do not tap into their full potential. This is primarily because they have a Field of Dreams “if you build it they will come” mentality. Yes, guests... Read More