Loyalty Fatigue: Turning Loyalty Programs into Genuine Customer Relationships

By Arnaud Bouchard A number of loyalty programs have operated the same way for decades. Customers buy a favorite product. They are rewarded with points. In time, they cash in those points. The objective of the loyalty program is, in theory, ‘achieved’. Given that there has been no fundamental change in the process for years, it is no surprise that 50% of consumers worldwide are dissatisfied with the quality of loyalty programs and their features[1] . Fatigue and stale familiarity have set in: only half of households that belong to loyalty programs are active participants[2]. (more…)

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