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May 19, 2010
Rebates: The Loyalty Monster?
New post on Zavee Thinking by Ron Stack, COO, about how marketers' rebate redemption strategies may affect customer engagement and how marketers may not be accounting for the costs of customer losses.
The Palm Beach Post recently ran a story about rebates and how frustrating it can be to redeem them. The article reprints the famous strip in which Dilbert confronts the three-headed Rebaterus monster and finally gives up trying to get his money.
Rebates aren’t something most small business have to concern themselves with, and they certainly aren’t part of Zavee’s model. Nevertheless, they are an interesting touch point between marketer and customer. How large companies handle the complex questions about rebate redemptions may have implications for how smaller businesses deal with analogous situations in which the cost of making a customer happy may be to lose her altogether.Read "Rebates: The Loyalty Monster?" on Zavee Thinking.
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