“Loyalty is more important now than ever — this is clear to us as we’re seeing how brands are handling the COVID-19 crisis. As loyalty members are often a business’ highest value customers, and the customers you most want to retain, brands are re-examining what they can be doing to reposition the role and value of their loyalty program to give their customers that extra love and support to show they’re recognized.”

– Kognitiv

Four loyalty areas discussed in the interview:

1. Being flexible in the rules applied by the loyalty program
2. Good communication with the program customers
3. Engaging with ‘social giving’ options in the program
4. Supporting brand employees as well as program customers