Currency Alliance

FEBRUARY 26, 2019

Partners: optimize the mix to appeal to a broader array of customers. Emotional loyalty: add incentives along many touchpoints in customer journeys. For example, maximizing customer Lifetime Value (LTV) might be the primary objective. altering customer behaviour to support corporate objectives, without upsetting people.

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Loyalty Strategy Loyalty Programs Hotels 45

Currency Alliance

JUNE 19, 2019

Points are perceived by customers as a kind of currency; underperforming loyalty brands, equally, prioritize this purely transactional insight. More enlightened marketers, on the other hand, see points as a way to keep score of customer actions at many different touchpoints along complex customer journeys.

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Currency Alliance

OCTOBER 29, 2019

Loyalty programs are effectively a value exchange, in which there ought to be both emotional and transactional forms of value. In exchange for their data, and for receiving periodic marketing, customers expect to be: recognized (emotional value). rewarded with loyalty points (transactional value).

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