Little Things Reward Customer Relationships
Customer incentives should not be considered an unnecessary expense.
To foster long-term loyalty, this CRM Buyer article suggests that a company needs to realize that giving up a tiny bit of profit is a worth the value of customer loyalty. The problem is that today there is very little thanks for customer loyalty -- instead customers are barraged with upsell offers and increased fees.
"Customer relationships are not made by the data you collect -- they're made by what you do with that data. Use the data to trigger these little gestures, and make sure they're as coordinated with your customers' needs and desires. If the sushi chef down the street can do it, your business can do it too."