The New Take on 21st Century Customer Loyalty Programs
By Steve Morse General Manager, Travel & Hospitality, ClickSquared | May 19, 2010
"Do what you do so well that they will want to see it again and bring their friends." - Walt Disney
With more options for consumers to choose from than ever, it's grown increasingly challenging for travel and hospitality organizations to stand out. Though many have extensive customer loyalty programs, they just aren't effective anymore. For too many companies the response levels are largely unimpressive.
Rather than tired old tactics, travel and hospitality organizations must develop and execute customer loyalty programs that surprise their guests in new and unexpected ways. These programs must illustrate a personal knowledge and understanding of the individual traveler to be successful.
Innovative customer loyalty programs aren't just "nice to haves" anymore, they're imperative for success, particularly when you pair today's economic situation with growing customer expectations. Every dollar a consumer spends is more carefully considered than ever. What is your strategy? Are your offers living up to customers' expectations? Do you track their travel history, loyalty, preferences? Are you acting on this knowledge in a choreographed fashion? Before you even begin your customer loyalty program have you defined your goals; repeat business, cross-selling or up-selling, etc.?
Customer Loyalty Begins on Day One
"You don't earn loyalty in a day. You earn loyalty day-by-day." - Jeffrey Gitomer
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