Unraveling the mystery of why #customers do the things they do

Peter Gurney of QVC addresses why customers don’t always act as they’re expected to

Pretty much everyone agrees that loyalty programs are the key to courting your customer base and getting your high-priority clients to spend more.  Many companies put forth a lot of effort into their customer loyalty programs. They do studies, surveys, and focus groups to figure out how to figure out the most cost-effective way to make their customers happy. That’s why it’s puzzling to some when they look at the numbers and see that the members of their loyalty programs are bringing in about the same profit than the normal customers. Shouldn’t there be a pretty marked difference?

Peter Gurney, Director of Voice of the Customer at QVC Inc. discusses this subject in his article “The Mystery of the Missing Loyalty Effect”. It’s important for business-to-consumer companies to be aware of the difficulties that exist when it comes to getting the desired effect from your loyalty programs. Your company may be putting an extraordinary amount of time, research, and money into developing its programs and making them the best they can be, but if you find yourself missing the mark time after time, the situation may need a closer look.

Peter Gurney will be speaking on the subject of the “voice of the consumer” at the Loyalty World USA conference in Las Vegas in October.

Download Peter Gurney’s article here

Learn more about how to maximize the effects of your customer loyalty programs