Shakespeare famously claimed that names are unimportant, that “a rose by any other name would smell as sweet.” Clearly, he wasn’t in marketing. The marketing world has long recognized the power of names. However, a new study from the CMO (Chief Marketing Officer) Council shows that the majority of marketers fail to use customized communication in their loyalty programs. Meanwhile, consumers in such loyal customer clubs are clamoring for more tailored interactions. Just what’s in a name? And can personalization increase engagement? In addition to tackling these questions, this article will review the CMO Council’s loyalty study and propose research techniques for increasing ROI on loyalty programs.

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