Kelly Hlavinka

Enterprise Loyalty: Three Principles to Consider

Today's successful companies know the truth: the customer is king. And forward-thinking marketers are aware that gaining customer insights, through understanding data, is queen. But transforming the chessboard of business — which has traditionally been a product-centric, silo-based environment — towards customer-centricity won't happen in...

ExxonMobil’s Speedpass Tries Discount-Oriented Promotion

The concern about the cost of gas per gallon is off the charts. Customers are hungry, for sure, to get back a sense of control. So kudos to ExxonMobil for offering a much needed relief valve in the form of a 15-cent discount on fuel,...

Magna Cum Loyalty

How to graduate with honors to new levels of loyalty communications and testing Who knew that social media would be sending marketers to graduate school? That's what struck me when I saw a recent Facebook app so appealing in its simplicity and potential that I...

Cast a Wider Net

Unexpected sources of program creativity I always have to suppress a big gulp of apprehension when I hear The Question. It comes all too often, from marketers and loyalty practitioners eager to spark up their programs: "What's the best example of creativity in loyalty in…

The Groupon loyalty initiative: Discounting customer relationships?

Groupon's announcement of a new customer loyalty program follows on the heels of a rash of bad news that Wall Street is watching closely. Maybe that is why it seems that the program they just announced isn't fully thinking through some of the most...

Toy Story 2.0

What company isn't experimenting with the vast playground of social media platforms to cultivate word-of-mouth? The truth is that we all are trying out these new toys. And, it's natural to have concerns about how social media can most productively work for engaging your...

Managing Those Pesky ‘Madvocates’ at United Airlines

Who doesn't have an airline travel fiasco story? For business road warriors, it is like a badge of honor to complain about the time an airline lost your luggage just before the big agency pitch or missing a crucial meeting due to mechanical...

Tongues are Wagging

People are talking. Well, at least the COLLOQUY team is talking about the Breaking News item that Huggies is providing a unique choice to new parents. Instead of just the traditional online coupon to drive more diapers off the shelf, Huggies is offering...

The Next Wave of Legislation Affecting the Loyalty Industry?

For months now, the FTC has been calling for a "do not track" list. Similar to the past efforts to roll out the popular "do not call" list, the FTC had been urging businesses to self-regulate their monitoring of consumer activities on the...

Is the Tipping Point Nearing? EMV Enabling Loyalty Benefits at Last in the US?

Rising fraud? Playing catch-up with international standards for US travelers abroad? Conforming with our North American counterparts in Canada and Mexico? Bowing to retailer's demand for more protection against fraud at point of sale? Those are just some of the reasons that...

An AMEX Juggernaut? Or, Just Good Partnering?

If you are like me, you probably can't help noticing the increased velocity of new American Express partnership offers. As an American Express BLUE cardholder, I've always received a decent amount of special offers and communications. But, what was a babbling stream has turned...

Another busy week in Loyalty

I guess I thought that the second week of December was a busy week for loyalty. After all, Tibco bought Loyalty Lab and TeleTech bought an 80 percent stake in Peppers and Rogers that week. But — I was wrong. Last week...

Hello? Hello, Operator?

Lessons from the Old World on Loyalty in Telecom The rate of change in the telecom industry exceeds nearly any other industry I can think of. New devices, smart phones, I-phones, mobile payments and 4G networks – that is just the beginning of a...

The Convergence Quotient

COLLOQUY has spoken often of the power of the coalition, to the point where we've given it a name: "The Atlas Effect." A coalition program allows members to earn currency from a range of merchants—such as a grocer, a fuel retailer, a drugstore chain,...

The Durbin Game-Changer?

There's a saying in professional sports regarding critical rulings by officials that affect the outcome of a game — for instance, a game-winning touchdown called back because of a referee's controversial penalty call. That saying, paraphrased: If the team had commanded the rest of...

Starbucks’ grande effort to elite customers

While I still contend that “now is the perfect time for McDonald’s to launch a loyalty program” before their incursion into latte territory wanes as the recession fades, I have to hand it to Starbucks.  One of their latest promotional...

Discovering and Preserving New Worlds of Loyalty

If you track news within the scientific community, you were likely as surprised and captivated by the implications of a recent study as physicists have been. Research shows that a bubble-burst is not a finite event, but instead the initiation of a cascade effect...

The Durbin Effect: Which Path Will the Industry Take?

Late last week, the Senate voted for final passage of the Restoring American Financial Stability Act by a vote of 60 to 39.  One part of this Act includes the Durbin amendment which will require the Federal Reserve to regulate debit ...

The Durbin Effect – Which Path Will the Industry Take?

Late last week, the Senate voted for final passage of the Restoring American Financial Stability Act by a vote of 60 to 39.  One part of this Act includes the Durbin amendment which will require the Federal Reserve to regulate debit interchange rates.  Now...

Playing Offense: TRB Takes Hold at Regions Bank

You may have heard the sound of me cheering as I read the news that Regions Bank launched a new loyalty initiative called Regions Relationship Rewards this week. This is a prime example of a Total Relationship Banking (TRB) loyalty strategy. And, Region's...

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