he Customer Loyalty Programme at PlayCity Casino, a Mexican Gambling Casino, was a key tool for gathering customer-specific data. When strategic measures revealed that the programme was not creating value, in that customers were receiving incentives but company financial results were not improved. The loyalty programme was examined in the context of the BSC. Transactional…

BPIR Categories

1.3.1 Build customer relationships
4.1.1 Identify market segments & target customers

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