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Beneath the loyalty programs

I am fascinated with designing loyalty systems. I love mining data about the customers. I like testing incentives and offers. I collect the data and call customers back and ask "what did you think??" (Yes, sometimes they think I get too carried away.)

Tq131026cdBut I know that at the end of the day, the system only works if it's designed to touch the right values, the values which the company and the customer share.

Slice-Works: Leadership Inspires Loyalty, 2012-Aug-3, by Kathi Rabil

When your WHY is clear and people believe what you believe, true loyalty is the fruit of shared vision. "…(W)hen a company clearly communicates their WHY, what they believe, and we believe what they believe, then we will sometimes to go extraordinary lengths to include those products or brands in our lives." (Simon Sinek, Start With Why, p. 53)

Convincing others that you have their best interests at heart is no small task. That’s because loyalty, a truly emotional value, exists in the mind of your employees or members.