No such thing as loyalty? Global loyalty leaders ICLP release controversial white paper

Published September 24th, 2009 - 06:38 GMT

There’s no such thing as Loyalty, according to a white paper released by global loyalty Experts ICLP.

The controversial paper was produced in response to growing anxiety caused by the misuse of the word ‘loyalty’ in global marketing today.

Many brands truly believe that they have attained an emotional ‘loyalty’ relationship with their customers.  But is emotional loyalty between a customer and a brand really obtainable?
The ICLP white paper tackles issues such as:

• The assumption that irrational, emotional engagement with customers is the sole domain of the brand marketing function
• Why the word ‘loyalty’ is a misnomer in loyalty marketing and can steer programmes in the wrong direction
• The reason why some loyalty programmes are undermining, rather than enhancing, corporate value, brand values and customer relationships.
• How to use research tool ‘Net Promoter® Score’ (NPS) to create a value measure for true ‘loyalty’.

Dion Maritz, General Manager, ICLP Dubai, comments: “‘No such thing as loyalty’ may appear to be a controversial statement to make, particularly when voiced by respected loyalty marketing experts like ICLP. However, many brands mistakenly believe they have attained an emotional ‘loyalty’ relationship with their customers, comprising of mutual trust and brand devotion, when this is clearly not the case. Our latest white paper defines the important differences between true customer loyalty and using customer data and insight to generate an incremental shift in behaviour.”

Email  or contact Janis D’Souza on 04 436 859, to receive the complete white paper.

About ICLP (International Customer Loyalty Programmes)
ICLP is the world's N°. 1 specialist loyalty marketing agency with offices in London, Dallas, Dubai, Hong Kong, Kuala Lumpur, Mumbai, San Francisco, Shanghai, Singapore, Sydney, Tokyo, Barcelona, Sao Paolo, and Zurich. As a full-service agency, ICLP employs some of the world's leading loyalty marketing and creative experts. With two decades of commercial insight from working across a wide variety of sectors, and best practice experience from around the world, ICLP specialises in maximising the profitable impact of loyalty marketing.

ICLP pioneered the concept of loyalty programmes in the Middle East region with the launch of the first international standard frequent flyer programme in the region 14 years ago, and was the first international specialist loyalty agency to establish a presence in the UAE. Over the past 14 years ICLP Dubai has built up a reputation of being the leading loyalty marketing agency in the region. Our client base extends across the GCC with leading brands such as Jumeirah, Landmark Group, Oman Air, Qatar Airways, Emirates, VLCC to name a few.

ICLP is part of The Collinson Group which owns and operates a global portfolio of complementary specialised agencies and marketing services businesses. For more information please visit:

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