22 • 100 GREAT BUSINESS IDEAS
any British Airways frequent fl yer who has accumulated 10,000
miles. This has the added advantage of reinforcing perceptions of
the Virgin brand as being dynamic and fl exible.
In practice
- Create customer loyalty schemes to encourage repeat business
and build up a positive brand image among your client base. - Focus on your competitors when creating a loyalty program.
What are they offering, and what can you offer that is better and
more enticing for the customer? - Be creative with loyalty programs and other methods of customer
bonding. It is an area with many possibilities for innovation—
take advantage of them. - Ask customer-facing employees how best to enhance customer
loyalty.