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The Power of Points and Partners


How to Earn Credit Card Customer Loyalty

Few customers are loyal
But earn their loyalty and they reward you back

This year Mandarin Oriental Hotels celebrate the 10th anniversary of their iconic 'He's a Fan' advertising campaign. I'm a Mandarin Oriental Fan, not a celebrity like Bryan Ferry, but I have told countless people unprompted about how great they are. Here's why.

At one stage of my career I travelled 70% of the time, and close to midnight after a gruelling multi-stage long-haul flight, I arrived at the Mandarin Oriental Kuala Lumpur. I stayed regularly with the group, but was a KL first timer. The receptionist welcomed me by name, as did all five staff I saw in the next 10 minutes. Taking one look at my face, she asked if I wanted my favourite meal, beef rendang, by room service. I thought she was a mind reader, but she'd noticed my past orders. My room was upgraded and my suit pressed for the early-morning start without my asking. This was just my first two hours. I've now told you the story, and stay with MO whenever I can.

The truth is that very few customers are loyal. A recent survey of 143 large US companies saw only 24 businesses (17%) earning a strong loyalty rating or more from customers. (Temkin Group, Loyalty Ratings Report, 2011)

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Caroline Hastings
Director of Councils and Client Relations
Phone: +353 (0) 87 173 6297

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