Loyal to a Fault? Tips to Make Your Loyalty Program Shine

Hlavinka also cited Visa’s Signature members, who are given special access to concierge services and dining reservation privileges.

In a B-to-B example, Hewlett-Packard created the Customer Connection program for its loyalty members. The program is designed to give these members special access to information, such as tips from other users, webinars and tips on how to deploy HP software most effectively from one company to another. Brohaugh noted that, in many cases, soft benefits are more valuable to customers than hard (monetary) benefits ­— especially wealthier customers, who are looking for ease and convenience and aren’t as interested in price. He specifically identified credit card companies and hotels as industries that effectively incorporate soft benefits.