Who Is Your Customer?

The last few months have seen a bit of an uproar around Airmiles, a rewards program that is used by several retailers to try to retain customer loyalty. The company had decided to start expiring the points/miles collected, effecting giving them an “expiration date”. They backed off, but not after some considerable damage to their image, and new legislation in one province banning the practice. Basically, Airmiles may have overlooked who all their customers are.

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