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Download the Report : State of Marketing 2012
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REPORT

Getting a Business Lift From Loyalty: The Leaders In Loyalty

Feeling the Love From The Loyalty Clubs Today, customer loyalty and rewards programs are everywhere – it seems like every brand has one and the average consumer is carrying a handful of laminated cards from big retailers alongside a few hole-punched printed cards from their neighborhood burrito palace or dry cleaner. Yet, through the CMO Council’s research in The Leaders in Loyalty: Feeling the Love from the Loyalty Club these programs are leaving customers thinking of breaking up with brands rather than forging longer romances. In fact, 54 percent of the consumers surveyed let it be known that thanks to the barrage of irrelevant messages, low value rewards, and impersonal engagements, they are aren’t feeling the love, in fact they are thinking of asking for a divorce, threatening brands with defection.

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RELEVANT CONTENT
TABLE OF CONTENTS
QUALITATIVE INTERVIEWS

I. Introduction
II. Summary of Key Findings – Marketer
III. Detailed Findings – Marketer
IV. Summary of Key Findings – Consumer
V. Detailed Findings – Consumer
VI. The Loyalty Leaders
VII. Executive Insights
VIII. Contributed Content– InfoPrint Solutions
IX. Contributed Content
X. CMO Council Profi le and Programs
XI. Sponsor Profile

(137 Pages)


CHARTS

Featuring 49 research charts
 

Brett Henry
Vice President Marketing
Abacus International Pte Ltd

Kim Salzer
VP Global Brand Management
Activision Blizzard

Belinda Lang
Former VP, Consumer Marketing Strategy
American Express

Kim M. Sharan
Executive Vice President and Chief Marketing Offi cer
Ameriprise Financial

Jim Schroer
Former CEO (ret.)
Carlson Marketing

Brian Kryzanski
Director Customer Loyalty and Retention
Charter Communications

Stephen Denny
Consultant and Founder
Denny Marketing

Craig Lee
Manager Customer Experience and CRM Programs
Emirates Group

Barry Green
Vice President – CRM and Loyalty
Etihad Airways

Jeff Meyer
Senior VP, Event Marketing & Sales, North America
Feld Entertainment (Ringling Bros. and Barnum & Bailey™,
Feld Motor Sports, Disney on Ice, Disney Live!)

Brett Merrell
Senior Vice President of Marketing
Giant Eagle

Bill Hanifin
Founder & Managing Director
Hanifin Loyalty LLC

Peter Gorla
Vice President of Marketing, Hospitality Marketing Concepts
Vice President of Program Strategy & E-Commerce, Voila

Rahul Kucheria
General Manager of Relationship Marketing
Jet Airways

Michael Greenberg
Chief Operating Offi cer
Loyalty Lab

George Corbin
Vice President, eCommerce Strategy and eMarketing
Marriott International

Steve Spokane
VP Marketing & Customer Retention Revenue
Management Solutions
McKesson

Kenneth Hittel
Vice President of the Corporate Internet Department
New York Life Insurance Company

Larry Wadford
Senior Marketing Director
Office Depot

Mark Roberts
Managing Director
Out of the Box Solutions

Jamie Cornell
Chief Marketing Offi cer and Chief Operating Offi cer
Prudential Retirement

Phil Rubin
CEO & President
rDialogue LLC

Jerry Jarosinski
Senior Marketing Manager, Loyalty & Retention
Research In Motion (RIM)

Vivek Kumar
Retail Marketing Manager, Malaysia, Singapore,
Hong Kong and Brunei
Shell

Lauri Vela
International Marketing Director and CMO
Space.NK.apothecary

Brian Clark
Senior Vice President and General Manager, Search Products
Travelzoo Inc.
(Former head of Virgin America’s Elevate program)

Alan Lias
Head of Loyalty and Business Development
Virgin Atlantic

Christelle Hicklin
Relationship Artiste
Virgin Mobile South Africa

Jill Noblett
Former Senior Vice President, Loyalty and Direct Marketing
Wyndham Hotel Group

Peter Yesawich
Chairman and CEO
YPartnership

Chip Bell
Senior Partner and Author
The Chip Bell Group

Jeanne Bliss
Author and Managing Partner
Customer Bliss

Lou Carbone
Founder and Chief Experience Offi cer, Experience Engineering
Author, Clued In: How to Keep Customers Coming Back
Again & Again

John Patterson
Author and President
Progressive Insights

Karen Zanicker
Consultant
Results Thru Strategy and KZ Marketing

Scott A. Neslin
Albert Wesley Frey Professor of Marketing
Tuck School of Business, Dartmouth College

Barbara Kahn
Dean and Professor of Marketing
School of Business Administration, University of Miami

CMO Council Contact
Donovan Neale-May
Executive Director
408.677.5300 x5333
donovan@cmocouncil.org

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