Revenue-Based Programs Aren’t King, They’re a Cop Out

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Jay Sorenson has an interesting new report (.pdf) declaring ‘revenue is now king’ that revenue-based programs are the new ‘it’ in loyalty. The piece begins by citing all sorts of reasons why revenue matters to a company, which is of course both true and unenlightening.

While mileage alone doesn’t incentivize loyalty, the goal of a marketing program isn’t to ‘reward customers who spend the most’ it’s to move the needle on incremental business .

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