Loyalty marketing: Stop copying the competition

In studying customer reward programs, Michael McCall, a consumer psychologist at Ithaca College, has found that they are not always so rewarding — for the customer or the business.

McCall discussed with DMNews his June 2010 paper, “Building Customer Loyalty: Ten Principles for Designing an Effective Customer Reward Program,” which he co-wrote with Michigan State University professors Clay Voorhees and Roger Calantone.

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