Loyalty Management January 2011

Over the last few years, I’ve been surprised to learn that for many people, the term “loyalty” is synonymous with “program.” I’m not sure when this happened, but we’re here to set things right.

Loyalty is… (More) Over the last few years, I’ve been surprised to learn that for many people, the term “loyalty” is synonymous with “program.” I’m not sure when this happened, but we’re here to set things right.

Loyalty is a journey!

From the time a customer is first introduced to your brand through various touch points and communication until they become a dedicated customer and advocate we, as loyalty executives, need to focus on all aspects of the relationship with that customer. A customer does not become loyal overnight; building that deep, sustainable, valuable relationship takes time. It’s a process, a journey.

At Loyalty 360, our goal for 2011 is to support your loyalty journey by providing you with the tools, insights, information and trends you need to create a long-term strategic road map.

Start your journey at this year's Loyalty Expo, previewed on pages 59-72. The conference will offer you a wealth of insights commencing with our own Mark Johnson sharing the latest trends…to BrandKeys exploring what makes a strong brand…to GameStop’s behind the scenes look into the ins and outs of their new loyalty initiatives…to a comprehensive slate of marketing insiders offering our first-ever B2B track. And because our newly-launched marketer-only roundtables were such a hit in 2010, we’re expanding them at Loyalty Expo 2011, giving you even more opportunities to network and share ideas with your peers.

Throughout 2011, Loyalty Management will be committed to sharing your journeys. In this issue, we hear from Jay Dittmann from Hallmark Cards, Stacy Speicher from Starbucks and BJ Emerson from Tasti D-lite—each sharing their experiences and learning as they’ve implemented new strategies and committed to the customer and their customers' experience.

As always, we continue to provide best practices. Ken Knowles from First Data shares best practices on how to build customer-focused initiatives in the franchise environment; Bernard Chung from SAP shares insights into how brand management and customer retention efforts are strengthened through enhanced loyalty management; and Mindshare Technologies explores the importance of text analytics.

A special thanks to all of our contributors who provided their ‘lessons learned’ (highlighted throughout this issue); these are sure to help us all.

Enjoy the issue and your journey!

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Tags:	customer loyalty starbucks engagement conference hallmark customer loyalty starbucks engagement conference hallmark (fewer)

Loyalty Management January 2011

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