Banking on Total Relationships: Paving the Way for Customer Loyalty?
The concept of a loyalty program is shifting away from frequency schemes to true customer engagement and affinity.
Loyalty marketing is not a discrete function separated from the rest of the business; it's part of an integrated business strategy. We call it Total Relationship Loyalty (TRL). The white paper, “Banking on Total Relationships: Paving the Way for Customer Loyalty”:
Examines the TRL concept,
Shares best practices from around the world,
And provides a framework for banks to get started on changing the way they operate their loyalty programs.
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