Customer loyalty programs were first created to promote allegiance and endear customers to a brand, building long-term loyalty and profitability along the way. But are these loyalty programs actually working as they were originally intended, or do customers now see them as mere opportunities to grab a discount?
This webinar explores the ways in which analytics differentiates leading loyalty programs, based on two new research studies sponsored by SAS and conducted by the International Institute for Analytics and the Kellogg School of Management at Northwestern University.
The presenters offer key findings and cross-validation from the two studies that will help organizations make changes that matter and see better results from their loyalty programs.
- Pamela K. Prentice, Chief Research Officer, SAS
- John Balla, Principal Marketing Strategist, SAS