Rewarding Customers With Prizes Is No Guarantee of Loyalty

Martin Reidy We hear repeatedly in surveys that CMOs' No. 1 goal is to increase loyalty among existing customers. The most typical strategy is a "rewards program" offering benefits, points and prizes. But, depending on your type of business, loyalty rewards are not always the best way to grow customer loyalty. The winning approach involves a comprehensive and deeper understanding of the way your brand meets the needs of your most important and loyal customers, not just giving them points for being on your side. ABOUT THE AUTHORMartin Reidy is president and CEO, Meredith Xcelerated Marketing.

Rewarding Customers With Prizes Is No Guarantee of Loyalty

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