I am looking for information on what kind of customer appreciation tokens to offer to current customers with an intent to build on loyalty and improve customer relations.

Currently, offering a magazine is under consideration, but we intend to conduct a test to find out if that is the best tool for building relationship, or if there are other options that are better.

This is for a consumer durable goods company, wherein re-purchase could have a 2-10 year cycle.

Thanks.

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You'd be far better served to find out what customers see as positively leveraging the behavior you want. It may not be anything tangible (a 'tool' such as a magazine implies tangibility), but rather aspects of process, relationship, information, etc. Let them tell you rather than sending something that doesn't achieve your desired end.

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This was first published in September 2004

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