Kelly Hlavinka

A Sea Change for Card-based Loyalty Strategies

Whatever name you want to apply to it — the Dodd-Frank Act, the Wall Street Reform bill, or simply referencing the Durbin Amendment portion of the bill – Congress passed new, sweeping financial reform legislation last night by a vote of 237-192. Now...

Vision, Gumption and Kismet

One of the first things that COLLOQUY founder Rick Barlow said to me in my 1996 job interview for a client leadership role was, "You know, I need someone who can give me at least five good years here. Are you up to that?" Over...

The Audacity of Hope, Credit Card-style

Choice. Collaboration. Authenticity. Those are the key words that came to mind as I learned about American Express's latest card offering called ZYNC. Peter Vaughn's presentation called "How New and How Normal?" at Card Forum was the keynote highlight of the 2010 conference. As Peter,...

Loyalty Trend of the Month

If you keep tabs on COLLOQUY's Breaking News in loyalty, I'm sure you've taken note of the same thing that has struck me: loyalty marketing finally is getting the respect of the C-suite and Wall Street. As 4th Quarter Earnings calls happened this month,...

High Noon

How card issuers can rally support and regain loyalty-program trust If the most frequent question posed to COLLOQUY this year is any indication, the clock seems to be ticking toward a financial services high noon. "What's the future of credit and debit card rewards programs?"...

India’s Next-Generation Loyalty Landscape

Coverage of the 3rd Loyalty Summit at the Taj Lands End, Mumbai, Jan. 27–28, 2010 Sixteen hours of meditation can lead to a cornucopia of enlightenment, or so COLLOQUY's intrepid conference participant Kelly Hlavinka has proven with her recent voyage to India's 3rd Loyalty Summit...

Lovin’ It: Why now is the perfect time for McDonald’s to launch a loyalty...

Reading the Wall Street Journal the other morning over a cup of McDonald's coffee—yes, McDonald's, not Starbucks—I was struck but not surprised by the sales strides of the very chain that had just sold me the latte. The QSR's 2009 Q4 comparable sales increased...

What’s In Store for Loyalty in 2010?

2009 is finally coming to a close and what better way to end than with a good set of predictions for the upcoming year in the loyalty industry. The loyalty landscape is sure to be as dynamic as it was in 2009 as we...

Dinner-Table Conversation: Grocery customers are talking–but not about what you’d expect

For evidence of a powerful but overlooked source of opportunity in retail marketing, let's eavesdrop on a bit of word-of-mouth conversation at a popular social-networking web site. "I don't shop alone," notes a forum post. "I go with a friend (no kids or hubby)....

Leading By Example: How the Travel Sector Can Maintain Competitive Advantage

The travel industry pioneered the modern loyalty program. As first-movers, you have both the accolades – and the bruises – as constant reminders of what was started in 1981. Since travel loyalty programs were launched in another acute recession, it is fitting...

The Pollution Solution: Executing Effective Loyalty Marketing Bonuses

Checking into one of my favorite hotels for business travel, I noticed a promotional counter placard making me an offer I couldn't refuse. The "Mega Suites 'Dream Big' Bonus" told me that by staying just four nights at any of the chain's thousands of...

The Soft Bulletin: When it Comes to Soft Benefits, B2B Marketers Sing a Familiar...

Perhaps the most underdeveloped aspect of business-to-business (B2B) loyalty marketing initiatives is the soft benefit side of the equation—the special perks, pricing, access and treatment that turn impersonal small-business accounts into living, breathing loyal customers. In their consumer lives, small-business owners are used to...

Troubled Financial Times Impel Marketers to Go Big or Join Forces

The Opening Bell of the New York Stock Exchange, once the exuberant signal of a day of robust and largely escalating financial activity, now sounds like a frantic alert. And when the trading day is over, the Closing Bell sounds like a clamorous alarm...

Why Enterprise “Gets” Customer Service 2.0: A Customer Diva Gets the Royal Treatment

At Enterprise Rent-A-Car, COLLOQUY's Customer Diva experiences the next generation of mutual customer and employee satisfaction... It's easy to bandy about such facile clichés as "We invest in our employees" and "The front-line is our key to success." But those clichés are rarely translated into...

How to Spot Defectors in Advance or I Went Over to the Service Station...

It finally happened. I filled my tank at the gas pumps of a membership-only discount retailer. For my entire adult life, I've sworn by the majors—a BP, a Mobil, a Shell, a Texaco. Why? To be honest, I do it mostly because Dad filled up...

Red Fish, Blue Fish: Can Dr. Seuss Teach Marketers a Lesson in Using Customer...

But if I ran the zoo," Said young Gerald McGrew, "I'd make a few changes. That's just what I'd do … —Dr. Seuss So what does Dr. Seuss have to do with customer data analysis? Embracing the fundamental diversity of the human race was...

Separating Angel From Devil Customers Can Be Trickier Than You Think

I confess. I'm a high-maintenance catalog shopper. You direct marketers out there know my type. I'm the customer who always calls to place an order— shopping on the web is too much trouble for me. I'm the customer who buys three different sizes of...

Is Green Marketing a Sign of a Progressive Brand–or a Desperate One?

I'm a devout tree hugger. I started my career as a bright-eyed optimist at the National Wildlife Federation. As already specified on recycled paper in my last will and testament, I'll bequeath a good chunk of my estate to The Nature Conservancy. So the...

The Power of the Network: Venture Beyond Dialogue Marketing for True Relationships

Marketers have always understood the power of engaging in dialogue with their customers to better understand their needs, wants and desires. But those marketers pushing the boundaries of customer relationships also understand the power of communities of consumers—communities united in affinity for a brand...

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