外文翻译---用新方法保持顾客忠诚(编辑修改稿)

外文翻译---用新方法保持顾客忠诚(编辑修改稿)内容摘要：

h week of the month. On this last point, 38 percent of respondents included too many conditions or restrictions among their top plaints about loyalty programs Membership has been growing Whatever misgivings consumers have about loyalty programs, though, this doesn39。 t seem to stop them from signing up. Our research shows percent of consumers belonged to loyalty programs in 2020, a 19 percent increase over 2020, when 57 percent of consumers belonged to one, says Kelly Hlavinka, a partner in Colloquy, a firm that provides research and other services to the loyaltymarketing field. Activity in some key demographic segments is up even more, Hlavinka adds. Just to name two, participation by young adults has soared 32 percent, and women age 2549 are up 29 percent. Another statistic, from Colloquy39。 s census of loyaltyprogram participants, points to the ambivalence many consumers bring to these relationships. Colloquy39。 s census does indicate a critical gap that the average . household has enrolled in 14 programs, yet only participated in of them, says Hlavinka. So clearly, most loyaltyprogram operators need to be thinking about how to enhance their value proposition for their most profitable customers. In addition, much more can and should be done to enhance the relevance of program munications and the recognition benefits for a pany39。 s most profitable customers. It39。 s important, after all, to remember that consumers39。 true loyalty is to themselves, and they tend to judge a loyalty program on the dollarandcents benefits it provides. That39。 s reflected in one of the CMO Council report39。 s observations about how consumers react to such programs: Unfortunately, they39。 ve been programmed to expect the fundamental discounts and free products, and marketers will be hardpressed to wean them off such a deep dependence on them and respond to more experiential rewards. Citing the Key Benefits Indeed, when respondents were asked to cite the three key benefits of loyaltyprogram membership, the top votegetter (66 percent) was discounts and savings, with better deals and offers the runnerup (43 percent). Filling out the top five were free products or premiums (38 percent), perks and privileges (36 percent) and cash back (33 percent). Significantly fewer mentioned recognition and appreciation (18 percent) or more individualized attention (12 percent). But if individualized attention ranks low on the hierarchy of things consumers value about loyalty programs, that doesn39。 t keep them from taking umbrage at an excess of notsoindividualized attention. When asked to identify the top issues or concerns you have had with loyalty and rewards program memberships, on the list (cited by 44 percent of respondents) was receive too much spam and junk mail. Liz Miller tells a tale of her own recent experience in this regard. Just the other day I got an offer to get a credit card that would attach to my airline frequentflyer card, she says. I got two s about it, one from the creditcard pany and another from the airline. Both told me about the fabulous offers and savings I could achieve, and even offered special bonuses if I joined. Then, I got three different mailings in my mailbox: one to Liz, one to Lisa and another to Elizabeth. Not sure who Lisa is, but she could get an even better offer than the one Liz received via . Here39。 s the problem: I already have a card. In fact, I already got suckered for le。