Products: How to… make affinity changes work
If you get your affinity programme wrong, you create a customer who feels alienated and a return on investment that falls way below expectations. To work there has to be an open and honest dialogue.
Get to know them
Profiling creates business intelligence, don’t just go to an underwriter with numbers, you need the who, how and why.
Who: aside from knowing if there are enough of them to make it viable, what are the clients’ needs and unique characteristics that create opportunities? Focus on becoming part of the community – don’t simply exist as an outsider selling to them. Participate in events, committees, seminars, get under their skin and see the world through their eyes.
Why
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