Executives Are Unhappy With Their Companies' Loyalty Programs

More than half find their customer rewards ineffective

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When seemingly every travel brand offers its own specialized loyalty program, industry leaders are finding it difficult to stand out.

A new report conducted by the Harvard Business Review Analytic Services, the commercial research arm of the Harvard Business Review, found that corporate faith in loyalty programs might be weakening: 58% of executives surveyed believe their organization’s approach to customer loyalty is ineffective.

The report, which was sponsored by Mastercard, surveyed over 400 executives across more than a dozen major industries worldwide to learn more about their loyalty strategies and approaches.

One of the key findings? It’s not just about points.

Today,

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