Customer relationship management is not just about 'sales and service.' Great CRM programs drive innovation.
Loyalty360: Deep Customer Research Pivotal Piece of Customer Loyalty Puzzle at Wyndham Rewards, 2017-May-11 by Jim Tierney
During a session titled, “Loyalty Revisited – A Retrospective Panel Discussion with Loyalty Expo “Alumni” at the recent Loyalty Expo, Noah Brodsky, senior vice president, worldwide loyalty and engagement at Wyndham Hotel Group, talked about the key factors that fuel the successful Wyndham Rewards loyalty program.
“There is more heated competition for the same customers,” Brodsky said. “We will see richer rewards. We rolled out new benefits for our best customers. It starts and ends with deep customer research...."
Customer research showed that a free night was the most important reward for members and, yet, that same research overwhelmingly showed that most felt that reward was out of reach.
With the new program, Wyndham introduced a flat redemption rate of just 15,000 points per night at any of its more than 8,000 hotels and, simultaneously, made it so that members earned a minimum 1,000 points with every stay.
Last month, Brodsky said that Wyndham views itself as a challenger brand and continues to push for innovation.