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Running a customer loyalty program in an indirect sales channel

Expert Michael Lowenstein answers a question about running a customer loyalty program in an indirect sales channel.

Is it possible to run a customer loyalty program in an indirect sales channel? If so, should we engage our distributors, end customers, or both?
If a customer loyalty program is gauged by how customers perceive value enhancement from any element of that program, then yes. Both distributors, as representatives, and end customers should be engaged for optimum effectiveness.

For more on customer loyalty programs, visit the Customer Loyalty Learning Guide.

This was first published in February 2008
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