Are you as loyal as your trusted companion?

Are you finding it hard to remain loyal to the retailers, financial services providers, entertainment properties and travel/hospitality companies you once loved?  Why has it become more likely for you to be disappointed than delighted?  Is it more or better choices available to you now created less allegiance?  Is it due to a drop in value they are providing you through no cause of your own doing but because rightly or wrongly they are showing you less love? Could it be that you are being asked to do more to prove your loyalty by having to click on links, opt-in to get bonus offers, register to win promotions to show you care vs. simply spending profitably with them?

I question why I have to do all the work and for some reason I get less back in return.  Do you feel the same way?  What has changed in the way loyalty marketers treat their most loyal program members that has flipped the balance of power and made the customer be the one showing the love vs. the other way around?  Is it driven by the need to secure measurable results beyond frequency of visit and average spend?  Is it caused by a shift to social engagement commanding a greater share of attention in the communications mix, thus less attribution to offer response?  Is it related to the drive for omni-channel relationship development that pushes for a greater depth of engagement?

Be careful what you wish for loyalty marketers.  Asking more from your members and giving back less is not a formula for success, but rather a negative stimulus that could be causing deactivation in your member base.  Give more, do more, make it simple, fast and friendly.  And when I suggest give more it is not because they click on a link to opt-in to a bonus offer or promotion.  Know and understand customer lifetime value - both on an economic scale and advocacy criteria.  You don't want to create program complainers while attempting to get incremental response.  Cost benefit analysis is always a good practice to follow.