Client Relations In A Post-Loyalty Era |
I believe we'll look back on frequency marketing schemes, whether they're offered by your airline, dry cleaner, favorite Italian restaurant, or hair stylist, as wasteful and ultimately, as dysfunctional.
For instance, I only eat at a certain restaurant when it offers double or triple points, redeemable for free food. Certainly, they expected me to continue to patronize the place, but find a reason to do it more, if I stood to gain. But like the experimental mouse that will stop pulling the level when its rewards stop, I'm behaving exactly as I've been programmed to do.
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