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Essay Details:
Essay text:
But, they have precious little to do with loyalty.
Our inference
Don’t confuse loyalty programs with loyalty. At the end of the day, these programs drive short-term behavior, not loyalty. Most customers are in it for the points and the rewards that come with them, not because they hold the company in especially high regard.
Some revelations
? Why does a company have to “buy” loyalty?
? Aren’t the benefits and activities promised by the value proposition enough to attract and keep customers?
? Do loyalty programs influence customer behavior?
We at cabo believe
Loyalty programs do influence customer behavior...
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