| > |
EXPERT RESPONSE
While I'm not a strong proponent of off-the-shelf, or cookie-cutter loyalty programs, the best resource for this kind of information is Colloquy, a company responsible for many of the major players' loyalty programs. Another great resource is The Loyalty Guide, an encyclopedia of loyalty program information published by The Wise Marketer. As a rule of thumb, any program designed to optimize desired loyalty behavior should be customized and empirically tested for effectiveness, because customers of different suppliers have varied needs and perceive value in different ways.
|
|
