Printer-friendly version
There are no products in your shopping cart.
Research from the Chief Marketing Officer Council shows that many loyalty programs don't reach their potential in connecting with consumers
-- Restaurants & Institutions, January 25, 2010
[PRESS RELEASE] PALO ALTO, CA--(Marketwire - 01/25/10) - As more marketers turn to loyalty and rewards programs to spark business growth, a new report from the Chief Marketing Officer (CMO) Council report indicates that marketers are under-valuing these often costly programs even as customers give the perks, discounts, deals and additional service opportunities high marks. Both customers and marketers agree: deeper engagement and personalized contact drives loyalty, not mass blast communications and gimmicks.
"The Leaders in Loyalty: Feeling the Love from the Loyalty Club" is the latest research from the CMO Council, tapping into the insights of over 600 marketers, and gaining first hand perspective from the recipients of these programs in an audit of over 700 consumers. Sponsored by InfoPrint Solutions Company, a joint venture between Ricoh and IBM, the study shows that loyal consumers expect marketers to understand them better and deliver more relevant and valued offers. Unfortunately, marketers are not giving themselves high marks in meeting the needs of their business, and question their ability to meet the needs of the customer. Given that over $2 billion is spent annually in growing and running loyalty and rewards programs, this raises questions about the value and return of investments in this area of customer relationship and insight building.
