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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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