Go Beyond Points for Retail Customer Loyalty

Discovering what they like and dislike about your service, your products and the buying experience can lend important insight into how you can create benefits and add value. However, remember emotional and rational likes and dislikes vary by customer segment, so don't rely on averages across your entire customer base.

Of course, customer loyalty isn't a static condition, but rather a continuum — with a customer's rational interests at one end and emotional interests at the other. The most successful loyalty initiatives encompass both ends of this continuum. They create ties that emotionally and rationally bind customers to your organization. That's the best formula for developing long-term loyalty.

Sandra Gudat is president and CEO of Customer Communications Group, a full-service loyalty and marketing agency with a consultancy approach and a dedication to providing measurable, sustainable results.