Your loyalty program is betraying you
Why aren’t loyalty and profitability systematically correlated?
Publisher: Harvard Business Review, avril 2006
Date of publication: 2006
See this article on the publisher’s site [Harvard Business Review]
Synopsis
This article is one of the sources used in Manageris’ synopses:
A second look at loyalty programs under the microscope
Loyalty programs can be a powerful performance driver, but not at any price! How to preserve margins by distinguishing between profitable and unprofitable customers in order to retain the former, but not the latter?
170b – Synthèse (8 p.)
Customer retention