By themselves, rewards programs rarely create the full emotional attachment that brings true customer engagement. Allegiance Loyalty & Engagement Expert Kyle LaMalfa notes that engagement is built over time and comes from creating mutually beneficial relationships with customers. One of the keys to creating relationships is providing customers with direct access to company decision makers through a feedback management system that demonstrates that the company cares about them and is indeed listening. As companies deal with the increasing costs, mounting data and rising consumer expectations surrounding rewards programs, many are asking the question: “How can I attract loyal customers without rewards programs?” A more effective question may be: “How can I use my rewards program to benefit both my customers and my company?” To understand the hearts and minds of its customers, companies need to encourage two-way communications and create a convenient way for customers to continually express their concerns, report problems or deliver praise. www.allegiance.com/
