2010 Customer emotions Customer retention Personalization 
Beyond Philosophy
JUNE 1, 2015
The example cited is Starwood Hotels and Resorts where, through its Starwood Preferred Guest (SPG) program, there is a focus on personal leisure travel rewards for high-spending frequent guests. Allocate Loyalty Reinvestment to the Most Valuable Customers.
Beyond Philosophy
JUNE 4, 2015
To understand customers, the effective enterprise needs to think in human, emotional terms. To make the brand or company more attractive, and have more impact on customer decision-making, there must be an emphasis on creating more perceived value and more personalization. In his 2010 book, Marketing 3.0:
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