THE SOCIAL CMO Blog
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Don’t disagree that customer advocacy is important, but I don’t think this replaces a loyalty programme. For many brands, the loyalty programme is the only way to find out who their customers are. The points are a value exchange for the card swipe. This card swipe then brings in the valuable data on who the best customers are. Combined with social interactions this then allows for targeted and relevant comms. Loyalty programmes are not passé, they are just getting started.
I don’t know if I go so far as to say loyalty programs are passe’. Will they evolve – most definitely. They will become more effective as they move outside of the ‘airline mile’ mentality.
I don’t quite understand what you mean by Customer Advocacy Programs though. Of coarse we all want to nurture ‘word of mouth’ activity – it’s the most effective form of exposure. I have some hesitation, however, thinking that tracking is the ‘be all end all’ of marketing prowess.
If you just mean looking past the standard reward programs into more total customer experience oriented approaches – then I’m all for.
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