Flexibility is key to success

Elbert Hubbard, an American philosopher and writer, once said, “An ounce of loyalty is worth a pound of cleverness.” In the world of loyalty programs, however, the reverse is true — an ounce of cleverness is worth a pound of loyalty. Why? Loyalty programs are everywhere these days, and companies continually seek clever new ways to keep customers coming back. And, with these programs evolving to meet customer needs, those offering the greatest flexibility in reward selection seem to have the most staying power.

Regina-based CUETS — the issuer of Credit Union MasterCard™ cards — is one company that knows about reward flexibility. The company offers its Choice Rewards™ program to credit union and caisse populaire members across Canada. From travel rewards and merchandise items to charitable giving and gift certificates, the Choice Rewards program has something for everyone. According to Leslie Ciz, CUETS’ director of loyalty development, flexibility is a key reason why the program has remained so popular.

“The range of rewards we offer and the flexibility with travel redemptions set the Choice Rewards program apart from other loyalty programs,” says Ciz. “Some cardholders use their points to build the vacation of their dreams, while others enjoy the flexibility of redeeming points for charitable donations.” It’s this flexibility that has kept the program going strong in today’s highly competitive loyalty marketplace. In fact, 2006 marks the 10th anniversary of the program.

In celebration of the anniversary milestone, CUETS will be heating up the summer for three lucky Choice Rewards cardholders. The “Summer Sizzler” campaign takes place June 1 to July 31, 2006. Each time a cardholder uses a Choice Rewards MasterCard card, he or she will be automatically entered for a chance to win one of three catalogue shopping sprees, worth up to 500,000 Choice Rewards points each.

“The ‘Summer Sizzler’ promotion is our way of giving back to the loyal Choice Rewards cardholders who have made the program such a success over the last 10 years,” says Ciz. “In keeping with the flexibility of our program, the three winners will be able to choose whatever prize items they want, up to the maximum point value.” Whether it’s something to take on a family vacation or a gift for someone special, this contest is just one example of how loyalty is paying off for Choice Rewards cardholders.

CUETS continues to look for new ways to keep the Choice Rewards program unique and appealing to Credit Union MasterCard cardholders. After all, finding that ounce of cleverness in reward offerings goes a long way in building customer loyalty.