Written by Monique Jansen for Buljan & Partners Consulting
During the late 90’s and the early years of the 21st century, in many of the CRM mindset training sessions I delivered for our clients, I used to ask participants to get out their wallets and purses and start counting loyalty scheme and membership cards. They usually had many. Then I would ask them to name the companies and brands that they felt really loyal to. The common outcome was that they mentioned only a few, and in many cases those brands were NOT the ones they carried the cards from.
A few years later this training trick did not make too much sense anymore, loyalty schemes were cancelled, went bankrupt or prioritized out, because they failed to prove return on investment.