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How Hong Kong’s top brands lead with relationships

Alida

At Customers for Life, a recent Vision Critical event in Hong Kong, we immediately felt the grandeur, magnificent presence and ambience of the flagship Mandarin Oriental (MO) hotel in Central Hong Kong as soon as we stepped in. Mandarin Oriental Hotel Group: Not all customers are created equal. Join the movement.

Brands 124
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Loyalty programs: should you issue your own points or miles?

Currency Alliance

The major problem holding back loyalty programs is that most customers simply cannot spend enough money with a particular brand to ever earn enough points to get to interesting rewards. On the other hand, 60-70% of customers may be motivated to redeem in the currency of a partnered airline or hotel.

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Loyalty partners: co-creating customer value

Currency Alliance

The best-known loyalty programs are made up of many partnerships – such as United Airlines and Hilton Hotels, or Emirates and Marriott. The majority of existing partnerships at big loyalty programs are brokered with one goal in mind: creating more value for the most frequent customers.

Loyalty 59
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Consumer banking: money can’t buy loyalty

Currency Alliance

Banks have been in and out of rewards programs for decades – but their focus ebbs and flows depending on the economic cycle as well as the regulatory framework. Compounded in Europe by the slashing of interchange fees, banks have been left with reduced margins from which to carve out rewards value[v].

Banking 40
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Innovators break the mould, at the 2020 Loyalty Magazine Awards

Currency Alliance

In particular, the work of large corporations such as Sky, British Gas, Shell, Turkcell are worthy of celebrating – as examples of how to deliver big change at big organizations. Voxi is the ‘youth brand’ of Vodafone, whose highly successful VeryMe rewards program has previously been praised by Currency Alliance.

Loyalty 52
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Loyalty Strategy 2019: How to Win in the Next Decade

Currency Alliance

An example of effective alignment of strategy with tactics include Australia’s Coles Supermarket chain and its flybuys reward program. This past summer, the supermarket decided to offer reward points to customers who bring their own re-usable carrier bags. Choice Hotels’ Smart Privilege scheme is another good example.

Loyalty 45
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It’s (almost) never 1%: how to price loyalty rewards

Currency Alliance

Such ‘loyalty’ programs today are actually just rewards programs: ‘you do this and I will do that.’ This is normally in the form of static rules which apply a flat 1%+/- reward across the board. Hotel rooms forecast to be vacant would be a classic example. It’s the emotional value which creates real stickiness.

Loyalty 40