Yesterday group 4 presented the idea how to stay in touch with customers. There are many articles about customer loyalty, brand communities i.e.. The most remarkable thing, what I already mentioned in the presentation, is that the costs of loyal customers are not lower then the costs of new customers. Loyal customers wanted to be rewarded for the loyalty to a brand or a company.
The rewarding of loyal customers is not by definition an extra discount. The rewarding of loyal customers can also be an email with useful tips how to, for instance a grocery shop, combine different ingredients to make a delicious ‘midia’ (Greek food). This is needed to improve and maintain the customer relationship with a company or brand.
What I thought that would be interesting, is a discussion about loyalty programs. “The big question will be whether consumers will be willing to simply hand over our identity to every business for added benefits and rewards – and if so, what this says about our real stance as consumers about personal privacy.” (forbes.com, Kelly Clay)
Another interesting question would be: How ‘far’ are ‘loyal customers’ to get rewarded?