Category Archives: Customer retention

An insightful interview with Elisse Jones – National Loyalty Manager: Total Tools In the first of a series of articles I am writing in 2020 on ‘Loyalty Leaders’, I had the pleasure of interviewing Elisse Jones – National Loyalty Manager of Total Tools. Total Tools is Australia’s leading professional tool retailer with 82 stores nationwide…

Focusing on the success of a loyalty program is important. However, being pessimistic about why a program fails is also prudent. I’d like to share the loyalty program failure factors and how you can plan to mitigate the risks of failure. The failure factors are provided to you with gratitude and reference to The Delphi…

I came across this word when reading the book ‘Brand Currency’ by Steve Susi (a former Amazon Exec). It’s an insightful and enjoyable read and in it he suggests ‘loyalty’ is the amplifier currency when optimising three other currencies: Money – the most popularInformation – the most powerful and Time – the most scarce In…

I’ve had the pleasure of working with a wide spectrum of brands and businesses on their customer loyalty strategies and specifically their current and future customer loyalty and rewards programs. When we discuss measures of success, the common measures defined are focused on ‘growth and gain’. In general terms, they are: Increasing member volume and…