Our 4 Words for Loyalty Marketing in 2024 Hold True

This time last year, we wrote an article proposing 4 Key Words to live by in Loyalty Marketing. We created our list based on what we read in research reports documenting evolving consumer attitudes and by listening to day-to-day conversations with businesspeople in our midst.

Our list was influenced by knowing that people were hungry for messages that would break through the noise and capture their attention in an authentic way. We recognized that loyalty programs are too focused on the transactional elements of customer relationships and needed more emphasis on emotion, not just recognition of a “deal.”

The list became clear very quickly and we chose these four words:

• Trust
• Transparency
• Relationships
• Gratitude

It’s interesting that the last word on the list is at the top of our mind today. As we celebrate American Thanksgiving, we give special attention for the importance of Gratitude in our lives.

Gratitude is the secret power of many successful people. It doesn’t need to be reserved only for momentous occasions. People who regularly practice gratitude by taking time to notice and reflect upon the things they are thankful for experience more positive emotions, feel more alive, sleep better, express more compassion and kindness. They even have stronger immune systems.

We are one year farther away from a global pandemic and, while its image is blurring in the rear-view mirror of our memories, we understand that most of us are changed in some way, forever. The components of that change are both positive and negative, but we continue to adapt and to seek better ways to connect brands with people and – most importantly – people with people.

We are honored to serve the global customer loyalty industry as its central source of news, information and insights and are grateful to have that opportunity.

Even if you are not celebrating Thanksgiving today, we encourage you to join in our celebration by reflecting on the role of gratitude in your life. Use what we have written here as a starting point and build on it to add value to your business and to strengthen the most valuable customer relationships that you enjoy and want to maintain.

We are betting that if you do this, you will find success.