Content area
Full text
QUESTION: HOW MANY LOYALTY PROGRAMS WOULD YOU SAY YOU BELONG TO, AND HOW MANY DO YOU ACTIVELY USE?
SHAWN R. SALTA, VICE PRESIDENT, DIRECTMAIL.COM
I belong to somewhere between 10 and 15 overall, but I actively participate in only five to seven programs. My personal favorites are Southwest Airlines and Office Depot. Southwest's customer loyalty program, for example, allows me to accumulate points every time I fly with them. When I rent cars, I accumulate more points. And, I am a Southwest credit card holder for the same reason. Similarly, Office Depot offers a percentage back on the office supply items I purchase most. For me, the difference all comes down to value - perceived and created. Does the company make me feel special? Do they make me feel like a big fish in a small pond? I like the attention I receive via the regular corporate communications expressing how much my loyalty is appreciated. I also like...