What’s Next in Loyalty Programs: Highlights of the 2014 Cornell Loyalty Program Management Roundtable
Summary: Participants in the first Cornell Loyalty Management Roundtable focused on how to move hospitality loyalty programs off dead center, with a goal of finding ways to make customers truly loyal. With a goal of finding "next practices," key issues covered by participants included best practices in program design and management, customer lifetime value, and program re-launch. The interaction of social media and loyalty are of particular concern, because those interactions have not yet crystallized, especially with regard to spending behavior. Participants considered that brand loyalty involves more than patronizing a brand, but also promoting and even defending it. Program redevelopment must be based on core marketing tenets, particularly meaningful points of differentiation.
The Scho ol of Hotel Administration at the Cornell SC Johnson College of Business is shaping the global knowledge base for hospitality management through leadership in education, research, and industry advancement. Accredited by the Association to Advance Collegiate Schools of Business (AACSB), the school provides management instruction in the full range of hospitality disciplines, educating the next generation of leaders in the world's largest industry. Founded in 1922 as the nation's first collegiate course of study in hospitality management, the Cornell School of Hotel Administration is recognized as the world leader in its field.