She writes about Loyalty Programs in her post, sharing her thoughts on three kinds of customer repeat business. Here’s her relationship statement that caught my eye:
Effective customer programs are those that trade value for value in acknowledgement of the relationship that’s been built over time. Think about it in terms of a personal relationship between individuals: everyone knows that you can’t buy love. But in a strong relationship, each party offers gifts — tangible and intangible — that reflects the value placed on the other party. And the gift should be something that’s valued by the recipient.