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More than 75 percent of all American consumers are enrolled in a loyalty program, according to Jupiter Research. Gartner says American companies spent more than $1 billion creating and supporting those programs in 2004. But after years of throwing money and points at these millions of consumers, numerous organizations are morphing to a more carefully calculated customer strategy. While many loyalty experts are taking some companies to task for offering discounting schemes dressed up as loyalty programs, other companies are focusing on three strategies to move their loyalty programs from discounts to data generators and long-term relationship strengtheners.
Translation - Swedish Har du koll på lojaliteten?
Uppgifter från Jupiter Research visar att över 75 procent av alla konsumenter i USA har anmält sig till ett lojalitetsprogram. Gartner säger att amerikanska företag investerade över 1 miljard dollar i att skapa och stödja dessa program under 2004, men efter att under flera år ha slängt pengar och poäng efter miljontals kunder, har många organisationer nu bytt synsätt och övergått till en mer noggrant utformad kundstrategi. Många lojalitetsexperter anklagar vissa företag för att erbjuda rabattplaner som förklätts till lojalitetsprogram, medan andra företag fokuserar på tre strategier för att omvandla sina lojalitetsprogram från rabatter till datageneratorer och faktorer som skapar långsiktiga starka relationer.
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