Marketing Principle #3 All Competitors React  Managing Relationship-based Sustainable Competitive Advantage Agenda



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MarketingStrategyChapter07-2.4

Example: Telstra (Australia)

  • Telstra, Australia’s telecoms giant, launched a loyalty program called “Thanks” that rewards its customers with movie tickets and access to live music and sporting events
  • Mark Buckman, the chief marketing officer of Telstra, indicated that: “We want our customers to turn into advocates for our business. They stay longer with you, they spend more money with you and they recommend you to friends and family”
  • The program was launched to recognize the relationship Telstra has with its customers, while enhancing the commitment to the brand.

Example: Your World Rewards (UAE & US)

  • Emirates Airline and Starwood Hotels & Resorts Worldwide, Inc. formed a partnership, Your World Rewards, to provide reciprocal benefits to Emirates Skywards and Starwood Preferred Guest (SPG) customers
  • The combined program allows Skywards and SPG elite members to gain points and rewards when they fly with Emirates or stay with Starwood..
  • Thierry Antinori, executive vice president and chief commercial officer of Emirates Airline, reports that: “The combination of Emirates’ growing global network, Starwood’s innovative take on hospitality and our top-rated loyalty programs allow us to recognize our most valuable customers with a heightened level of service and greater rewards wherever they travel – be it to one of our more than 140 destinations or at any of Starwood’s 1,200 hotels.”

Step 2: Implementing Targeting RM and Loyalty Programs

  • Overall, targeting RM programs toward customers with high relationship orientations will make them more effective
  • Sellers need to leverage their RM investments by designing and delivering programs that increase their customers’ perceptions of the seller’s free will, benevolence, risk, and cost
  • The next step, beyond inducing gratitude, is getting customers to act on these feelings in ways that produce the most benefits
  • RM investments should be targeted and adapted according to the relationship stage

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