What kind of customer loyalty programs lend themselves to the financial services arena?
JH. The Total Relationship Banking methodology can be supported by and delivered through a single loyalty program that truly appreciates and understands the value of the holistic approach. ICLP recommends a single umbrella loyalty solution because it works at four levels: single points currency; tactical promotional offers; long term strategy; value and information exchange. DD. The kinds of customer loyalty programs that lend themselves to the financial services arena parallel those of any other marketplace but may be even more important to this customer base because the business touches the customers in so many important ways every day. The loyalty programs start with a strong message of opportunity to earn from the transaction-driven products in the plastic-based credit and debit card business and very quickly follow a trail of need for expansion and solidifying the profile of profitable relationship products and services. Customer loyalty programs must live within their available f
