Reward Program Members Are Brand's Best Friends

MediaPost Publications, February 16, 2009 — Reward program members are a brand's best word-of-mouth (WOM) advocates, according to new research from Colloquy, the Cincinnati-based loyalty marketing consultancy.

Reward program members are 70% more likely than others to actively recommend products, services and brands, the study found. Proclaiming these active recommenders "word-of-mouth champions," Colloquy said they make up 55% of reward program members, but only 32% of consumers who don't belong.