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The Loyalty Leap: Turning Customer Information into Customer Intimacy

With over 20 years of experience running large loyalty programs, Bryan Pearson, President of LoyaltyOne, is a good person to query about the state of the industry. Pearson is the author of the best-selling book, The Loyalty Leap: Turning Customer Information into Customer Intimacy, as well as The Loyalty Leap for B2B. He explains that there are three essential elements involved with establishing loyalty: rewards, recognition and relevance. Relevance, notes Pearson, means providing customers useful information and special experiences based on their interests and preferences – in many cases demonstrated through interactions with loyalty programs, but also through customer relationship management data. “A lot of the folks in this space stop short of creating the full value that’s available to them by connecting the data they get from their loyalty programs and other communications filtered through the customer’s perspective and what specifically is valued in the relationship,” he explains. Addressing this overlooked element is the basis of his concept of what constitutes the “Capital L” in Loyalty. Available from Amazon

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