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Using Customer Loyalty Data to Reward with Relevance

Developing meaningful relationships with clients requires you to connect with them on a personal level. The more you know about a customer, the easier it is to sell them services and/or products that meet their individual needs. It also helps you determine which type of marketing the customer will be most receptive to.


Effectively engaging customers through direct marketing channels hinges on several key principles:


  1. Start with the customer data.


Knowing how customers have responded to communications in the past allows you to better target them with your next communications. Use data to tailor your marketing to fit the individual needs of your customers.



         2. Recognize and reward your best customers.



If your redemption rates are low, you are not giving the customers what they truly want or need. Find out what customers want and tailor your rewards accordingly.



         3. Remain communication channel agnostic.



Combine the information you receive from customer data and your personal knowledge of the customer to choose the right communications channel. The best channels to use are the ones that are most effective.


How have you used your customer loyalty data to better target and reward your best customers?

Source: Excerpted from and Direct Marketing Guide magazine, January 2012.

Views: 68

Tags: CSI, customer, loyalty, retention


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