Business Strategy Articles

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• Communicating with Frequent Flyers in the Digital Channel
  Customer Growth LLC has released the first stage of research study analyzing the use and impact of the email channel by airlines to communicate with members of their frequent flyer programs. This study of digital communications in airline rewards programs is part of a more comprehensive study which will be released in early 2009.
• The 22 major factors that will shape the future of customer loyalty
  While we must look into the past to find out why customers defect, stay loyal, or advocate a brand, we also need to see changes coming. Here we detail the 22 major factors that are set to shape the future of customer loyalty programmes around the world...
• The Case for Customer Loyalty
  It is imperative that a clear business case is established before a Loyalty Programme is developed and implemented. Mike Atkin has researched many global programmes to identify the strengths and weaknesses of campaigns and to evaluate the principal benefits and costs associated with Loyalty strategies. This research makes a compelling argument for Customer Loyalty.
• What Is and Isn't a Re-brand
  Re-branding is fashionable these days, but what is, and what is not a true re-brand? Steve Cuno provides his opinion.
• Research Lessons from the Restroom
  Predicting consumer behavior from surveys and focus groups is not accurate enough according to the author, Steve Cuno. Read why he thinks that data driven marketing is the only reliable answer.
• Goats
  Marketers need to test what they believe to work before putting campaigns into the market. Author Steve Cuno shares an ancient tale of Goats to illustrate the point.
• Loyalty Asterisk™
  We have created a world with so many things we cannot live without. iPods, mobile phones and PC's are good examples. In the business world, we have indispensible items as well. One of them is the Loyalty Asterisk™. It seems that over the 28 year history of the Loyalty Marketing business, marketers have steadily exhausted their reservoir of creativity and increasingly relied on their version of the Loyalty Asterisk™ to make up ground. It’s time for marketers to “say what they mean and mean what they say”. Building enduring customer loyalty is complicated enough. Don’t undermine your substantial investment in customer centricity with a generous sprinkling of the Loyalty Asterisk™.
• Online Retailer Case Study
  I’ve published a new Case Study on my web site that examines the competitive scenario between two leading retailers of cycling gear and supplies - Bike Nashbar and Performance Bike. There is a de-facto advantage to one of the players and a key channel that the other can leverage to fight back. The conclusions raise as many questions as it offers answers. The ultimate question: What would you do if wearing the moccasins of either Chief Marketing Officer?
• State of the Loyalty Industry - Hanifin Loyalty LLC
  Loyalty 360, the first trade organization advocating for the Loyalty and Relationship marketing industry, began a series on its Loyalty 360 blog titled State of the Loyalty Industry. Bill Hanifin, Managing Director Hanifin Loyalty LLC crafted this article, the second in the series contributed by industry leaders.

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