Successful loyalty programmes come from first establishing a clear business case.
Many programmes are launched as a result of competitor activity and lack clear objectives, a
weak CVP (Customer Value Proposition) and consequently, fail.
MJA Associates has researched and evaluated many global programmes to identify the strengths and weaknesses of campaigns and to evaluate the principal benefits and costs associated with loyalty strategies. This research makes a compelling argument for customer loyalty, although the findings also highlight some major pitfalls that will reduce the commercial benefits of a customer loyalty programme.
