Companies implement customer loyalty programmes for a number of reasons; they range from lowering the price sensitivity of current customers, inducing repeat purchases and to generate positive word of mouth. However, in actuality, how effective are customer loyalty programmes in yielding its proclaimed benefits? For many companies, the answer is very minimal effectiveness.
So what should companies do to ensure that their loyalty programmes are effective? Marcelli Dewi from Telkomsel shows us just how!
Marcella’s presentation from Asia’s Customer Festival 2013 identified three types of thinking that define the success of loyalty. They are:
- Consumer-Centric Thinking
- Mobile Thinking
- Integrated Thinking