Ask David Andreadakis
, vice president of loyalty strategy for Kobie Marketing, his thoughts on loyalty, and he’ll tell you many in the loyalty marketing space—and elsewhere—have got it wrong. Loyalty isn’t some tit-for-tat reciprocity; it’s about something more exciting and profound. It’s something more genuine that inspires from the consumer lifelong dedication. Of course, achieving that brand commitment is not easy. Essentially there are two avenues to achieve this: loyalty through economic triggers and loyalty channeled through emotional appeal...
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3 Tips to Bolster Customer Loyalty
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Your most important asset in eliciting customer loyalty is your company's relationship with the customer. But relationships aren't measured in a net promoter score or customer satisfaction rating. They're earned by cultivating a culture and a set of business processes that deliver a customer experience users will pay for. Here are three tips for growing revenues faster with loyal customers
New Developments in B-to-B Loyalty Marketing
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Business marketers have much to gain from retention marketing. Business customers tend to be fewer and more valuable—meaning you can't afford to lose even one. But how do you keep your customers active and buying from you, versus the competition? How do you prevent defection? Let's look at the traditional approaches to retention marketing in B-to-B, plus some new developments in loyalty marketing being adopted by B-to-B marketers today, including social media and gamification.