I recently found a column written by Steve Mckee. In his column he talks about analysing loyalty programs.
Nobody can deny that analysing loyalty programs is crucial in perfecting them. However, these analyses can be flawed because you only receive raw data and there lies the problem; data doesn’t tell you everything. For example, you don’t know why a customer is deciding to buy your brand, is it because he genuinely likes your brand or is it because he wants the loyalty advantages? So if you don’t know the motives of a customer, it is possible that you focus your loyalty campaigns on the wrong type of customer and not on the loyal customer who is more profitable in the long run.
I agree that information about the behaviour of your customers is key to success. Nevertheless this information can backfire if you can’t put this information in the proper context. However, I think there has to be a solution to this problem, maybe companies could do surveys or they could abolish short term advantages supported by a good marketing campaign. Or we could just take a look at how Apple is doing this.
Frederick Dobbelaere
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