I’ve been trying to analyze modern rewards programs and customer loyalty recently for a project. It’s a complex issue and so it is tricky to tease apart — nothing like trying to defuse a bomb, but intellectually challenging for sure. At the heart of the issue is a body of research that says rewards, as currently configured, don’t work in the ways we want. It’s complicated by the fact that rewarding customers for making purchases, for instance, does produce what looks like loyal purchasing behavior, though further analysis exposes a flaw.
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Loyalty and Engagement
Posted by: Denis Pombriant January 6, 2016 09:07 AMI’ve been trying to analyze modern rewards programs and customer loyalty recently for a project. It’s a complex issue and so it is tricky to tease apart — nothing like trying to defuse a bomb, but intellectually challenging for sure. At the heart of the issue is a body of research that says rewards, as currently configured, don’t work in the ways we want. It’s complicated by the fact that rewarding customers for making purchases, for instance, does produce what looks like loyal purchasing behavior, though further analysis exposes a flaw.