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Your Rewards Program is STUPID

07.03.2013 by Elizabeth // Leave a Comment

imagesIf you know me, you know I love a deal. Make friends on Twitter, Check in on Foursquare for a free XYZ. It drives my husband nuts, but often works out to his advantage. There’s a variety of ways you can reward customers, and the hotel rewards program is one of the longest, AND most confusing of them all.
My husband and I just got back from a trip to New York City to celebrate our 10 year anniversary. It was AWESOME. We had a great time, amazing food, and stayed at a cool hotel in midtown. When we checked out of the hotel on Monday, I mentioned that I had joined their rewards program online and could they please apply this stay to my account. And then this…

Front Desk: did you join the program AFTER making your reservation?
Me: Yes
Front Desk: Sorry, we can’t credit you, but it’ll be good on your next stay at any of our properties!

Fun fact: there won’t be a next time.

I just spent a LOT of money at your property. I’m not asking you to retroactively credit EVERY stay for the past 2 years. I joined BEFORE we stayed here, not after. I joined your “club” because of this stay, I’m sorry that your website didn’t do a good job of getting me to opt in while making the reservation.  That’s not my fault. But your program is STUPID. I’ll stay elsewhere next time.

If you have a membership or rewards option don’t be like these folks. A newbie special is great, but don’t forget that you’re alienating all your current customers by not letting them in on a deal when they paid full price to join you. I’m not saying give away the farm, I’m saying don’t forget to reward LOYALTY.

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Yellow Dog Consulting is a sales and marketing firm located in Hillsboro, Oregon with clients around the world. We work with small business owners who love what they do, but the sales and marketing part of their job sucks their will to live.

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