[My own comments in brackets]
- Rob McDonald, Hilton Hotels Corporation
–Customers expect rewards and/or recognition from loyalty programs;
–Loyalty programs should be seen not as a cost but as investment [towards customer retention. On average it’s more expensive to acquire a new customer than to retain an existing one].
–Clear metrics should be defined to measure ROI for loyalty programs;
–Partnerships help bring new customers.
- David Oliver, Hertz Europe
–Trends: User Generated Content (UGC)/Social Media/Word of Mouth (WOM)/Viral Marketing/Viral games;
–Important online social media/networks/websites to watch/engage: Bebo (UK), Facebook, LinkedIn, Youtube, Wikipedia, Tripadvidor, Blagger, Flicker.
- Peter Wray, CM4P
–Trends: customers empowerment = customers in control;
–Challenges: Card = Community? Customer = Fan?
–Facts: Coalition loyalty programs enhance rewards and program adoption.