Developing customer loyalty schemes to win hearts and minds

George Terhanian

This article discusses how to run a customer loyalty programme. In the first instance, loyalty schemes, as with every interaction between a customer and a brand, must appeal to both the head and the heart.

Developing customer loyalty schemes to win hearts and minds

Dr George Terhanian,

Committed customers, or those whose heads and hearts you have won, spend more with you, trust you, recommend you to friends and family, and stick with you even when competitors try to entice them away. They're the ones that every business should want, and want to continue to develop.

So how should businesses go about winning, developing and retaining committed customers?

Well, it is made easier when you know exactly what you want to accomplish. And the focus of the programme should appeal not only to the consumer's...

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