Terry Hunt

Hunt, Terry
March 2003
Campaign;3/28/2003, Issue 13, The Direct Approach. p15
Trade Publication
The articles focuses on customer loyalty schemes and argues that the best schemes are those that are made in the brand's own image. A loyalty programme is a way for a brand to recognize and reward good customers and an enduring reason for those customers to prefer the brand. Critics insist that it is customer experience that produces loyalty and not promotional tactics. They say that loyalty is an emotional response based on empathy. It builds customer goodwilland turn it into an explicit commitment. It also encourage customers to consolidate their spend, and drive incremental profit. The best loyalty programme is created in the brand's own image, shaped by its business dynamics and its relationship with customers.


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