The Dawning of noncontingent Customer Rewards Program

Frequent flyer programs and their offspring, including most of the CRM, owe their effectiveness to the claim that the behavior that is rewarded is repeated.

Typically, which is a corrected.

But the quid pro quo, with one hand washes the-other, aspect of contingency rewards programs may have had its day.

In the world of free services, particularly those promulgated by the Internet, emergency programs based awards are not enough customers to surprise and delight, especially when competitors are using them.

Above all, do not create a kind of loyalty that leads to long-term bonds between buyers and suppliers.

This week, I spoke in front of a distinct group in the international financial sector. A senior customer service told the story of how he rented a car in Europe and put the charge on your credit card American Express.

The clerk cheerfully congratulated him on his 20-year tenure as a member card, and updated him a car one or two classes above what we had reserved, for free.

It was euphoric, and this boon, this unexpected bonus evoked a deep sense of gratitude that went well beyond the extrinsic value of the update that has received money. At the same event during the lunch, the day before, the story was told of how a restaurant has remained a best-owner list behind the cash register.

Each time a set came in, especially a seller who has led his peers to dinner with him, was rewarded with a quiet cup of coffee. Of course, he returned again and again with friends in tow profitable.

What the group feels these stories had "rewards work." What I did not appreciate at first, however, is not contingent AWARDS better reward.

Much has been written and said about developing relationships with customers, but what is the conditio sine qua non of a friendship or a love relationship? And 'the fact that we take joy in giving and receiving non-contingent rewards, also known as a gift.

An offer of unexpected flowers can send a message far more lasting and meaningful affection that the mandatory tender of tulips on a birthday or an anniversary roses.

If you want to create a bond with customers and clients, giving them something free, something that did not earn, something just for them.

You will be amazed at what lengths will reimburse you in the long term....