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Loyalty, Rewards and Value: What Do We Want from Our Customers?

About this paper

Loyalty and reward programs are typically designed to achieve four objectives: increase customer spending, improve retention, maintain competitive position and get new customer data. But do these programs actually achieve those aims? There's no doubt that today's programs yield useful customer data, but what about the other objectives? As membership in such programs continues to increase, many firms are left wondering whether their programs buy loyalty and increase customer value, or simply add costs without securing repeat patronage. That was the topic of a webcast sponsored by the Cornell University Center for Hospitality Research and SAS. This paper provides a summary of that webcast.

About SAS

SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions, SAS helps customers at more than 70,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world THE POWER TO KNOW®.

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