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
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
