This Week's Herman Trend Alert

Leadership in Normal 2.0
 

  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- 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 https://hermangroup.com. To sign up, visit https://HermanTrendAlert.com. The Herman Trend Alert is a trademark of The Herman Group, Inc."

HOW DOES SHE DO IT?
Our author Joyce gets quoted in TIME Magazine and other national media on a regular basis. You can, too! Sign up for ExpertClick.com. 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 @ http://www.ExpertClick.com/Discount.

APF'S FUTURES FESTIVAL IN 3 DAYS: ONLINE OCTOBER 24TH: FULL SPECTRUM FUTURES
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.

OUR VERSATILE TRANSLATOR ROCKS!
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 marianalesti515@gmail.com or contact her on SKYPE at marianacampora.

To read this Herman Trend Alert on the web: https://hermangroup.com/alert/archive_10-21-2020.html.


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
E-mail: info@hermangroup.com


  © The Herman Group. All rights reserved.

Web site design by WebEditor Design Services, Inc.