Loyalty activation is made through multi-channel communication to customers and fulfillment
of their response-based needs. Various degrees of loyalty reflect customer trends and behaviors
through segmentation of customers and segmentation of loyalty level.
With the use of customer databases, companies reach their customers with the purpose of
persuading them to continue buying their products and/or services. Today, customers belong
to various rewarding loyalty schemes or programs. Whether it is the corner supermarket, airline
miles card or flower shop, every business understands the power of loyalty benefit that
triggers customers to buy more and buy again (Payne 2012, 60).
To activate loyalty a company implements CRM strategy through loyalty schemes and programs.
By combining IT CRM solutions with loyalty marketing campaigns, businesses ensure
enhanced customer experience, retain their customers and position themselves stronger in
the market (Payne 2012, 60).