We blogged about youth and customer loyalty here on Mobile Youth Culture a few weeks back - time to revisit with some latest research and insight out there on the blogosphere.

Poor practises
* Prevent consumers from cancelling (agh!) @ Susan Abbott
* Youth trust - the 6 ways brands abuse it and lose it
* Change your values. Lego failed to update its brand values when communicating with a more modern gender issue-savvy audience.
* You took your consumers for granted or assumed they were stupid (eg Disney)
* Airlines. “Here’s an interesting twist on one of our favorite issues: fees. On Tuesday, Continental said, effective immediately, it would waive first-checked-bag fees for passengers who use the credit cards co-branded by the airline and Chase bank.” @WSJ

Challenges
* How to build loyalty into e and m-commerce @ Ecommerco
* How do metrics such as ARPU impact customer loyalty? See also viral marketing & NPS @ Dena Global
* How do you create customer loyalty? @ Infomean

Benefits
* Social Media & Customer Loyalty (Video) & Customers Rock
* Loyal customers give referrals @ FirstBestorDifferent
* The impact of Customer Advocacy @ JMacdonald

Advice
* How can Vodafone increase customer loyalty?
* Focus on consumer behavior not their words @ Brand Strategy Insider
* Insights from the Loyalty Expo 2008 @ Yastrow
* Branding - the way to consumer loyalty. “The average consumer is hit with 1800 marketing messages every day in the offline world alone. This means his personal spam filter works overtime to keep out the barrage of advertisements that he does Online Flowers and Cakes to India Article providing information on Indian flowers and cakes Starting Out On eBay” @ Ecommerco
* Building trust and trustworthiness. (See my post on the 3 ways brands build trust) When we interviewed youth on the street we found that 52% trusted their handset brand, while only 27% trusted their mobile operators (data from the mobileYouth report). Check out this video for some insights.
* Loyalty can be measured and developed.
* Can promotional items be used to increase loyalty? “In general, it’s far easier to keep an existing customer than it is to attract a new one. Cultivating a long-term relationship with your customers is an important part of doing business. After all, it’s your return customers who provide close to 80% of your annual sales and business.” @ Abestpost
* Brands that connect with millenials @ Millenial Marketing
* BMW’s customer journey @ Netpromoter

On Loyalty Schemes
* Loyalty Schemes? Worth the Bother? @Jim Donovan
* Study Identifies Loyalty Scheme Winners in an Economic Downturn @ CustomerThink
* Doing Your Homework before Beginning a Loyalty Card Program@ Abestpost

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