Missing The “Loyalty” Point Completely With Customer Loyalty Programs?

There’s something very strange going on. It’s a growing phenomenon noted across business sectors and geographies. It involves a steady revamping of so-called “customer loyalty” programs, once designed as reward schemes to ensure customers felt valued, and therefore stayed loyal. But in 2016 an increasingly demanding customer base is emboldened by the ability to make up-to-the-minute informed choices based on price and personal preference. Yet businesses keep tinkering with the construct of old methods of customer retention, which assume a definition of loyalty in customers that may simply not exist anymore.

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