Authenticity Will Rule during, after COVID-19, Say Loyalty, Marketing Execs

May 21, 2020

Travel and Transport's Senior Director, Loyalty and Leisure, Michelle Holmes, was featured in this article from Engagement Strategies Media on the importance of authenticity in loyalty and engagement programs due to COVID-19.

In the article, Holmes talks about how many of Travel and Transport Loyalty's customers have focused on making a difference for their customers, and that the types of rewards being redeemed have started to change. “There is a warmth in response to this crisis that I have never seen before, except perhaps to some extent after 9/11 and the financial crisis in 2008 and 2009. With many of our financial institution customers, we are seeing a genuine interest in making a difference in the lives of their customers. They are reaching out to ask if people need help. They are watching, being proactive. I think companies genuinely understand that this is an extremely hard time for many people," said Holmes in the article. 

Authenticity and trust in brands have always been important, but it has become even more vital as the pandemic continues. According to Michelle, “there is a general understanding that companies are going to be remembered for how they treated people during this time, and it must be genuine. They aren’t selling it; they are doing it. There are companies out there that truly are trying to help their customers.” 

You can read the full article for much more information, including how Holmes thinks the coronavirus crisis may permanently impact loyalty and engagement.


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