Loyalty is getting more complex everyday.  Customers are more sophisticated and demanding, the amount of data and the tools to analyze it are soaring, and the channels available to connect and engage customers proliferating.  The question is whether the maturity, sensitivity, and sophistication of the marketing strategies and messages are keeping up with the tools.

The stakes couldn't be higher.   With the arms race type advancements available, marketers are starting to take some chances to use novel ways to engage their customers in relevant and value add behavior.  But like the arms race, the fingers on the triggers need to be sure to follow their core principles to avoid the pitfalls of customer backlash.

In this regard Ill be giving a 40 min presentation at the Banking Loyalty conference in New York City, February 6.  Titled 5 Principles of Communication of Complex Loyalty, Ill offer some guiding values to balance the acceleration of capabilities with the maturation of the customer mindset and expectations.  If you cant make it to the conference, here is a sneak peak at the material.  Your comments are welcome.