John Larson

John Larson

John Larson is the senior partner at John Larson & Company, a pioneer in the field of customer loyalty and the author of Capturing Loyalty. Prior to starting his own firm, John held positions at McKinsey & Co., Monitor Company, Lieberman Research Worldwide, and J.D. Power and Associates, specializing in the areas of strategic analysis, organizational effectiveness, and customer satisfaction and loyalty. John uses survey research techniques to help clients develop a better understanding of the needs of their customers, assess how well these are currently being met in the market place, and then target opportunities to create long term competitive advantage. He has worked with clients to address the specific organizational barriers that can impede effective implementation.

Contrasting the New Loyalty Programs at Nordstrom and Victoria’s Secret

Back in the early 1980s, American Airlines realized it had very little information about its customers. The company knew your name because it had to issue you a ticket, and in some cases it may have had your address because it had to mail you your ticket, but that was about it. All the relevant…

The Proper Role of Loyalty Programs

Hardly a day goes by when you don’t visit a store, restaurant or supermarket and have an employee ask, “Do you belong to our loyalty program?” Loyalty (or rewards) programs have become ubiquitous — a fact of life in American business. Accordingly, it's helpful to ask what the role of a loyalty program should be…