Loyalty Should Not Be About ‘What,’ It Should Be About ‘Why’

Posted by Andrew Harris on Wed, Aug 05, 2015

iStock_000002933343_SmallUpon arriving at the rental car facility this week, I was reminded yet again why I’m a habitual but not a loyal customer to my supplier.

As background, I travel a lot, and I am reasonably compliant with my travel program’s supplier usage guidelines. Consequently, I am an exceptionally valuable customer for my rental car supplier. My usage and spend tells the company that I’m a VIP. As a result, they reach into their bag of tricks and shower on me such benefits as upgrades and accelerated rewards.

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