The subtitle of his book hints at the new world of loyalty and how mal-aligned it is in most of the larger organizations. Why is loyalty so closely linked to data and, in many instances, so distanced from the greater marketing good? Rewards and redemption aren’t the be all and end all of loyalty anymore.īryan Pearson is President and CEO of Loyalty One (the company that owns Colloquy) and the author of the bestselling business book, The Loyalty Leap (more on that here: Building Loyalty Beyond Reason). In fact, I would argue that loyalty isn’t even about the relevant programs that a brand puts out based on the data that they have collected. Loyalty is not just about the data that one collects. The majority of the attendees have titles that are slanted towards the CRM (Customer Relationship Management), data, and analytics divisions of a company. Are the right people in the room when you talk about building loyalty?Īfter speaking at the 2012 Colloquy Loyalty Summit in California, I found myself wondering if brands aren’t shortchanging themselves on their loyalty programs, and where they reside within the organization. See the original post this is adapted from and more like it on his blog. This is a guest post from Mitch Joel - President, Twist Image and author of “ Six Pixels of Separation.” His new book “ CTRL ALT DEL” comes out in May 2013.
0 Comments
Leave a Reply. |