TDS08: My notes about "Find Out Which Loyalty Marketing Trends and Innovations Are Fuelling Increased Customer Retention"

[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.