How to Wow by Adrian Swinscoe

Author:Adrian Swinscoe [Adrian Swinscoe]
Language: eng
Format: epub
Publisher: Pearson Education
Published: 2016-03-23T00:00:00+00:00

HOW TO USE IT

Too many firms don’t work hard enough on the design of their loyalty programmes and leave much of their success to chance. However, research by McKinsey12 shows that the key to building a customer loyalty programme that works is in the detail and the best programmes tend to focus on the groups of customers that:

can have the greatest impact on any business, i.e. the most valuable ones;

those with the highest potential; and

those that are at risk of leaving.

Moreover, McKinsey’s research goes on to show that the most successful loyalty programmes have the following characteristics in common:

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