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Nationwide, there are 3.3 billion
loyalty program memberships—an
average of 29 per household according
to the Colloquy’s 2015 Customer
Loyalty Census. Some of the largest
and most renowned organizations in
the world offer loyalty programs,
including Bank of America, United
Airlines, MasterCard, Mercedes Benz,
SALES
GROW
OCTOBER 2015 •
PPB
• 55
HE GROWTH IN POSITIVE PERCEPTIONS
and respect for loyalty programs has sparked a dis-
tinct shift in how organizations communicate and
interact with both employees and customers. Twenty years ago,
the industry standard for showing appreciation was gifting a
company-logoed pen. While a pen is a fine gift, today incen-
tives have transformed into a valuable marketing and sales tool
that encourages engagement, drives brand advocacy and
entices audience members with desirable rewards.
T
REWARDING GOOD BEHAVIOR
FIVE STEPS TO BUILD AN UNBEATABLE LOYALTY PROGRAM
BY PAUL GORDON