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Strategy and execution. Consider them your loyalty plan’s siamese twins.
Neither thrives without the other.
Just this week, I’ve had calls from two corporations selling costly products and services their customer base only buys sporadically. From an internationally syndicated residential real estate brokerage to an auto manufacturer, these firms were hungry for help on keeping their established customer base primed for referral and repeat purchase. Their strategy was simple: build goodwill through customer "touch" between major purchases, so when the time is right for a big, new purchase, the sale is won. But, as we agreed, it’s the execution of the strategy that makes ... Read More