This Week's Herman Trend Alert

Leadership in Normal 2.0

  The Herman Trend Alert

December 1, 2010

Trends in Customer Loyalty

Very recently, Loyalty 360, The Loyalty Marketers' Association in Cincinnati, Ohio issued its 2011 list of key trends. In this Herman Trend Alert, we highlight four we believe will be most important for the coming year.

"Loyalty will focus more on emotions than on rational, incentive-based initiatives." According to behavioral economists, economic decision-making is 70 percent emotional and 30 percent rational. Thus, the loyalty programs that touch us emotionally will work the best; those that focus on the emotional side of the decision making process will create connected, passionate, and engaged customers. Expect to see more emotional appeals that involve our families, relationships, those in need, etc.

"Companies will increasingly look at how customer engagement and employee engagement [can] work together to drive bottom line results." In 2009, we wrote about a Gallup study that quantified the impact of customer and employee engagement. The study found the companies in the upper half on both customer- and employee- engagement get a 240 percent increase in bottom-line results. Marketers know it pays to invest in employee engagement!

"Marketers will integrate social gaming into their loyalty initiatives." Social gaming has become a pervasive activity across practically all generations. reports there are now 200 million people playing games on Facebook every month. Moreover, 24 of the games have more than 10 million users each per month. The level of consumer participation that can be achieved through gaming greatly exceeds what professionals may expect from traditional incentive-based marketing, especially. And as if that weren't enough, this sought-after participation builds lasting relationships, engagement, brand affinity, and brand loyalty.

"Cause-related marketing/corporate social responsibility (CSR) programs that are aligned with strategic corporate goals will effectively drive loyalty --- especially with Millennials." According to a recent survey social and environmental causes had a significantly greater influence on the purchase decisions of Millennials than other generations. Marketers looking to win the hearts and minds of 18- to 34-year-olds’ will begin with social and green issues; 85 percent of Millennials said they would switch brands because of this kind of marketing and 73 percent said they would try a new brand.

© Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Joyce Gioia, Strategic Business Futurist. 336-210-3548 or To sign up, visit The Herman Trend Alert is a trademark of The Herman Group, Inc."

Our author Joyce gets quoted in TIME Magazine and other national media on a regular basis. You can, too! Sign up for You will be found by the news media and in Google search: 1. Through your personal search-engine-optimized press room by 39 topics you choose; 2. By news releases pushed out 10 ways including Google News; 3. Be found in the 2020 printed Yearbook of Experts, Authorities & Spokespersons. Save 15% when you register by October 31st @

The Association of Professional Futurists proudly presents its annual online learning experiences on Full Spectrum Futures. Network with leading futurists from all over the world. And best of all, it's free to attend, though contributions are encouraged to help defray costs. For more information, visit here.

Excellent translation services from English, French, or German into Spanish. Especially well-versed in medicine/pharma and automobile industries. 5-year Bachelor Degree in Translation. Also editing and proofreading of all kinds of Spanish language documents. Flexible rates, depending on number of words, degree of difficulty/technicality, and turnaround. For an instant quote email Mariana Campora Lesti at or contact her on SKYPE at marianacampora.

To read this Herman Trend Alert on the web:

Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers.

New subscribers are always welcome. There is no charge for this public service. The Herman Trend Alert is read by over 30,000 people in 90 countries, including other websites and printed periodicals. Click here to sign up for the Herman Trend Alert.

Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Herman Trend Alert service.

Subscribe or Unsubscribe to weekly Herman Trend Alert
View this week's Herman Trend Alert
Archived Weekly Herman Trend Alerts


[ Home · About · Products · Resources · Media ]


7112 Viridian Lane
Austin, TX 78739
Voice: 336-210-3548
Toll Free in US & Canada: 800-227-3566

  © The Herman Group. All rights reserved.

Web site design by WebEditor Design Services, Inc.