Ari Buchwald, associate consultant, and Tony Dubitsky, senior consultant contributed to this month's column.
Conventional wisdom dictates that the best way to enhance customer loyalty is to implement a loyalty (i.e., a frequency, relationship or membership marketing) program. Critics of loyalty programs maintain that they are just bribes for purchases or that they are attempts at miraculous quick fixes to boost sales. But loyalty can't be bought it is earned and developed over time. The most damning criticism of loyalty programs is that most are not integrated with other service offerings or benefits.
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