May the channel always be with you

“It is easier to retain a customer than to get a new one,” the Sales Manager told the Management Trainee in 1995. “It is easier to retain a customer than to get a new one”, the Sales Manager told the Management Trainee in 2005. “It is easier to retain a customer than to get a new one”, the Sales Manager told the Management Trainee in 2012. And not just in those three years. In all the years before and after the period whimsically highlighted, have words to that effect been said. They hold true. The ‘why’ of the ‘what’ thus answered, we move to the ‘how?’ How to design and run a channel loyalty program? The answer, in one glorious word, ‘Channelplay.’