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April 1: Loyalty Links & Likes

Loyalty Links & LikesHow Companies Put a Dollar Value on Loyalty, and Why They Do It – AdAge

When Caesars Entertainment Corp. recently filed for bankruptcy, creditors valued the company’s Total Rewards loyalty program at more than $1 billion – exceeding the value of any of its casino properties. This proves that loyalty and data collection programs can be measured in more than just marketing results, and AdAge offers additional examples from United Airlines and Starbucks to illustrate this point.

Hide Easter Eggs to Delight Customers and Progress Your Big Data Strategy – TechRepublic

It’s that time of the year again when tech companies like Google release April Fool’s-themed “Easter Eggs” in their software – just yesterday Google launched Pac-maps, which allows users to play Pac-Man on Google Maps in a browser. These hidden features can engender customer loyalty in the same way that surprising and delighting a customer in a retail or service setting can, and savvy marketing professionals are making it a part of their big data strategy.

Taking the Cake in Loyalty: Going Beyond Birthday Rewards With Kellogg’s, Hertz, Smashbox – COLLOQUY

Rewarding and recognizing members’ birthdays is one of the original and most common forms of personalization found in loyalty programs. It’s so common, in fact, that it’s generally expected from modern programs – spurring companies to get creative and offer unique birthday (and beyond-birthday) perks in order to stand out from the crowd.

How Cultural Differences Can Affect Customer Experience – Forbes

As a frequent traveller, I’ve learned cultural differences in the mindset and behavior of both customers and employees can have dramatic effects on the overall customer experience – most notably when traveling internationally. Forbes contributor Blake Morgan conducted some journalistic ethnography on her recent trip to Europe, and discovered how local cultures shaped her overall experience.

Are Customer Loyalty Programs Stuck in the Past? – CMO Australia

A new report from Capgemini Consulting has found that customer loyalty programs are failing to adapt to the digital age, with 97% of programs still following a basic transactional philosophy. This article further analyzes the report, and makes the case for loyalty programs to be integrated into the larger context of an organization’s overall marketing strategy.

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