The Challenge of Creating Loyalty Programs

The number one goal for every business is to increase customer lifetime value. The best way to get there is by growing the number of loyal customers – ideally without sacrificing margins. Loyal customers are your most valuable asset: their love of the brand makes them spend more with you, resulting in brand advocates who want to tell the world about you and help you grow your customer base. One challenge in initiating a loyalty program often stems from elsewhere in the wider organisation. In other words, convincing the marketing team of the value of a loyalty program generally isn’t the issue — it’s getting the embrace and support of the wider organisation that presents the greatest challenge.”

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