Publisher's Synopsis
"While Loyalty programs have a wide relevance across categories and contexts, they remain a tough nut to crack. Often they come across as complex, not only for the practitioner but also to the consumer ! And very few pass the financial viability test. None better than Mala, with her vast experience in Loyalty programs, to help us deconstruct this space and make it easy for practitioners to conceptualise programs that are win-win from a business and consumer perspective" Arvind R P, CMO, McDonald's India (West & South).
"A most welcome and much needed factory reset for anyone interested in Loyalty as a business strategy. Mala takes a muddy topic that few "get", and makes it clear!" Sandeep Mittal, Founder and Managing Director Cartesian Consulting, Co-Founder SOLUS.ai
"Mala's in-depth review of the core principles and approaches to loyalty marketing captures the essence of how industry professionals help brands evaluate, design and evolve effective customer engagement strategies. It is an outstanding companion to the Certified Loyalty Marketing Professionals training series." Kelly Hlavinka CLMP(TM), Loyalty Consultant, Strategist and Practitioner, Warrenton, VA
"Having worked with Mala for close to 2 decades in the world of customer loyalty, and now reading her book, I think Mala makes light the work of simplifying Customer Loyalty. Commonsense Loyalty Marketing is just that. Mala's clarity of thought takes the complex world of building Customer Loyalty and simplifies it for everyone to get the complete essence of what it takes. As an industry, there are few books that help executives develop the practice and this book is clearly a must-read for anyone who wants to explore the world of customer loyalty, whether you are a student, working executive or even a senior executive." Brian Almeida, AMP (Harvard), Founder Partner Strategic Caravan International, Founder Points for Good
