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Running a customer loyalty program in an indirect sales channel

Michael Lowenstein EXPERT RESPONSE FROM: Michael Lowenstein

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QUESTION POSED ON: 12 February 2008
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?

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EXPERT RESPONSE
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.


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