This Week's Herman Trend Alert Demand-Driven Workforce Development

The Herman Trend Alert July 25, 2007 The Future of Customer Loyalty Driven by consumer behavior, in the future, we will see some interesting changes in the field of Customer Loyalty Programs. The megatrend towards globalization will have two major effects. First, international borders will no longer be the dividing lines that we see today. We will see more worldwide and macro-regional programs, as opposed to today's that are country-centric. Second, globalization will mean that customer loyalty will be more difficult to develop, because consumer values are shifting. Innovators using technology to be "up-close and personal" will reap the rewards of their investments. Years ago, Peppers and Rogers talked about our one-on-one future. That future is here today. Marketers not embracing these leading-edge technologies will find themselves at a disadvantage. These technologies include RFID and EMV-based smart credit cards. The latter are the new combination of credit/debit cards that feature contact-less payments. These new smart cards include chips that allow payment without swiping or signing. Speaking of technology, we will see an increasing use of analytics to figure out what's really working and what's not. This analysis will extend to Lifetime Value calculation, so that marketers will be able to work smarter with the same investments. Consumers will vote with their time and their dollars and marketers will reward them in kind. Gone are the days when everybody got something for just signing up; there are still a few of those programs, but fewer and fewer. Tapping into psychographic or population segments, i.e., lifestyle and lifecycle segmentation, we will see more and more rewards customized to the specific cohort. This shift will mean tickets to rock concerts for the young adults and discounted cruises for the seniors. And expect to see more combinations of points and money to buy items that ordinarily would have been "out of reach". Expect to see ever-increasing innovation and ever-more-sophisticated consumers who will expect growing levels of personalization and customization. Marketers choosing not to embrace these trends will find themselves at a distinct competitive disadvantage. Special thanks to loyalty guru Peter Clark, co-author, "The Loyalty Guide," Volume II. Purchase chapters or the entire 950 pages. © Copyright 1998-2008 by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Roger Herman and Joyce Gioia, Strategic Business Futurists. (800) 227-3566 or http://www.hermangroup.com. The Herman Trend Alert is a trademark of The Herman Group, Inc." DON'T BE LEFT BEHIND! If you've been thinking about attending our valuable Employee Retention Specialist Certificate Program, don't delay--only three spaces remain. With the employment market heating up, many positions are literally impossible to fill. Attend this course and you will learn dozens of low-/no-cost valuable strategies to attract and retain the talent you need. Recertification credit from HRCI. Next program: May 22-23, Charleston, SC. Call Carol at 336-282-9370 or visit http://www.employeeretentionspecialist.com. GET INSIDE THE MINDS OF YOUR EMPLOYEES Find out what's really going on inside the hearts and minds of your employees. Our InnerViews interviewing service uses SPHRs and PHRs, certified human resource professionals to probe for the information you really need to know. Exit and Stay Interviews, as well as Why-Didn't-You-Take-Our-Offer Interviews. Call Rosalie Catalano at 937-648-1918 or read more at: http://www.hermangroup.com/retentionconnection/exit_interviews.html. NEW BABY BONUS Book Joyce to speak on the West Coast in 2008 and receive 100 of her books of your choosing. There is a new baby in the family, Spencer Jay, and Joyce would appreciate more opportunities to watch him grow. For more about Joyce, visit http://www.hermangroup.com/joyce.html or call Joyce at 336-210-3548. Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers. New subscribers are welcome. There is no charge for this public service. The Herman Trend Alert is received by over 30,000 subscribers in 78 countries, in addition to other websites and printed magazines. Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Trend Alert service. Click here to sign up for the Herman Trend Alert. Subscribe or Unsubscribe to weekly Herman Trend Alert View this week's Herman Trend Alert Archived Weekly Herman Trend Alerts

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