Customer Engagement and Return on Loyalty

It may seem strange, but Customer Engagement (CE) is a relatively new concept in marketing, only a couple of decades old. The idea that the intensity of connection to your brand varies by customer became important as relationship marketing became important;...

Guess what? Loyalty Programs do Make Money

Every now and then we come across a piece of loyalty research that makes us stop and quote Homer Simpson; ‘Doh!’, as it is such an obvious, good idea. That is what happened when we read “The effects of loyalty program introduction and design on short- and long-term...

The whole story: members, tenure and bystanders

We have previously written on the effect that time has on the membership characteristics of loyalty programs1, and we often calculate members’ lifetime value for our clients, but we have not yet put the microscope on the individual member and their relationship to the...