A loyalty program, of course, will not increase a customer's loyalty, so that should not be the overriding goal. "A loyalty program, no matter how well it's run, is not going to make [a customer] more loyal to a company," asserts Rick Ferguson, editorial director of COLLOQUY, which comprises a collection of resources devoted to the global loyalty-marketing industry. Rather, the purpose of the program is to demonstrate the company's loyalty to a good customer, and often that surfaces in economic value like discounts, gift certificates, points, etc.
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