Yikes! I saw this sign en route to a meeting … not kidding… word for word! I wanted to pull over and blog about it immediately – it irritated me that much.
People… you can’t penalize the customers you are trying to retain in order to acquire new ones or even be perceived as doing so. Yes, you do need an Acquisition program that is aligned but different to your Retention program that is aligned but different to your Fanatic program (see earlier blog re Fanatics) – but what you must not do is ( or be perceived to be ) penalize Peter while trying to lure Paul to partake in the same bloody thing. Honestly! Gyms are notorious for this… so is the Brick… and apparently so are tanning salons.
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