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There are three ingredients to bake the most delicious customer loyalty cake. 600g of behaviour. This ingredient requires a behaviour mix of customer transactions made up of 300g of more purchases and 300g of purchasing more often. Blend together to ensure their value can rise over time. This will form the base of the loyalty…

An interview with Renae Trimble – Chief Commercial Officer, Pacific at Accor(formerly Director of Loyalty – Australia) In the last of a series of articles I am writing in 2020 on ‘Loyalty Leaders’, I had a delightful and insightful interview with Renae Trimble – Chief Commercial Officer at Accor, the home of the ALL –…

Curated by Adam Posner: CEO - The Point of Loyalty The global loyalty leaders who contributed are: Adam Posner – AustraliaDave Canty – USAMark Ross-Smith - MalaysiaAlan Lias – UKDavid Feldman - USAPhil Gunter - AustraliaAnthony Graham - UKIain Pringle – UKStuart Dinnis – AustraliaCraig Grimshaw – New ZealandJoanne Ward – Canada  Adam Posner –…

Loyal customers are the gift that keeps on giving. They are an asset of abundance. “A loyal customer spends more and more often over the longer term with the brand where similar competitors are in-play and they love and trust the brand and recommend it to others” [1] With this definition of a loyal customer…