The article, Drivers of Loyalty summarizes key findings about loyalty programs (in general and across industries) and identifies opportunities for research. Two topics strike an immediate parallel to active Insiders discussion:
What is the optimal level of tiers? (Plutonium level)
How do customers react to tier changes? (Lifetime Platinum)
One thing is clear. The authors acknowledge that the hospitality industry has a wealth of information about loyalty programs. And, they would like to get their hands on it.
-- Edited by TJCNewYork at 02/10/2010 12:49 AM EST