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From loyalty to advocacy

Loyalty programs should focus on interactions, not just transactions, argues US-based customer experience expert, Dianne Inniss. A consultant with ThoughtWorks, Inniss has worked with brands such as Hudson’s Bay, Target, Coach and Estee Lauder. Inside Retail Weekly caught up with Inniss when she was in Sydney recently to brief Australian retail executives. Loyalty is inherently emotional, Inniss said, however most loyalty programs are designed to reward rational behaviour ie. acquiring points