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Case Study: Using Online Community to Crowdsource Customer Loyalty Strategy

document Distributed Knowledge
Summary Discusses the case study focused on using the online community to crowdsource customer loyalty strategy
Description IHG and Chase kicked off the Priority Club Rewards community in June 2009. The goal was to align the new loyalty product with what core customers revealed as valuable traits in a “top-of-the-wallet” credit card. They wanted to explore rewards benefits such as free hotel stays and needed to find out how much of an annual fee customers were willing to pay on the card.

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