Compartimos un interesante artículo sobre lo que un programa de fidelización de clientes ha y no ha de hacer. Está en inglés pero es fácilmente comprensible. Reproducimos una parte con permiso de Retail Customer Experience.
Successful loyalty programs must include five fundamentals. They are:
- Having the ability to influence and track positive behavior change (and ROI).
- Having the ability to differentiate and target members on a segmented basis.
- Being able to recognize and reward transactional and non-transactional behaviors.
- Offering rewards that are relevant, achievable with a mix of practical and aspirational options.
- Capitalizing on unique benefits of each consumer touchpoint.
El artículo completo, aquí: http://www.retailcustomerexperience.com/articles/5-loyalty-program-dos-and-donts/
