Award Customers With Meaningful Perks

It seems like everyone has a loyalty program these days. Customers are getting weary of "me too" programs that don't offer substantial value. Instead of always giving customers what they expect, give them the unexpected. For example, a major credit card company awarded some of its best customers a box of Godiva chocolates for reaching a milestone in usage. It was an unexpected tasty little perk that came out of the blue. Results? These customers had above average retention rates the following year. Sometimes the little things can mean a lot.

—Lisa Bell, president and chief creative officer, Tivoli Partners