Marriott International

Loyal to a Fault? Tips to Make Your Loyalty Program Shine
September 18, 2007

A successful loyalty program can be a boon to a business. It helps to stem customer attrition, maintain or increase market penetration and, most importantly, improve bottom-line profits. Yet for many consumers, they’re a source of frustration and anger. In a recent webinar, “Best of the Worst: Avoiding Loyalty Blunders, Missteps and Disasters,” copresenters Bill Brohaugh, managing editor for customer loyalty firm COLLOQUY and Kelly Hlavinka, director at COLLOQUY, provided tips and examples to make loyalty programs a source of pride, not headaches. Here are some of their best tips: 1. Set tiered bonus levels. Referencing COLLOQUY’s recent study of 2,000 loyalty programs, which