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Are B2B loyalty programs useful?

Expert Michael Lowenstein discusses B2B loyalty programs and their effectiveness.

Is a B2B loyalty program useful, or are customer loyalty programs only relevant in B2C environments? If a loyalty program can be used in a B2B environment, how should it be implemented?
B2B customer loyalty programs can be even more effective than B2C programs, in part because there are so many B2C programs and their value is often undifferentiated to customers. B2B loyalty programs are often built around proactive support, information, commmunication, optimized customer experiences, and generation of trust in the brand.
This was last published in November 2007

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