Jim VonDerheide

After you have taken care of customer service, what else can you do to show your customers that you care? Create a loyalty program that rewards best or frequent customers with bonuses, discounts or other goodies. Loyalty programs also present a great opportunity for partnering between non-competing brands. "Loyalty programs were created with an eye toward having that opt-in contract from consumers so that we'd give them something of value for their permission to contact them with future offers," says Jim VonDerheide, senior director, database marketing, Hilton HHonors Worldwide. "That's why the Hilton HHonors program has been and continues to be a very

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