Observations by

Wong Wan-Ling

circa July 2009

The Semiotics of Loyalty

Loyalty is a concept.

A loyal customer means nothing if

he and his actions does not translate to

business benefit.

Loyalty is not confined to a singular dimension.

It is a mixture of attributes.

Behavioural Loyalty

Attitudinal Loyalty

Demographical Loyalty

Only True Loyalty brings business benefit.

Profitability Advocacy Cost Efficiency

Loyalty Marketing as a tool must be a meaningful meeting of supply-side (seller) needs,

and demand-side (buyer) characteristics.

Having a loyalty strategy does not equate to running a loyalty

scheme.

Not having a loyalty strategy is a sign of corporate disinterest

in customer-centricity.