My Blog: Tales, Tips, and Tricks From 30 Years' Marketing Experience 

By Gareth Fraser, Vice President of Sales and Marketing Operations at Alliants Artificial intelligence, automation and digital platforms are transforming hospitality, security and every other service-driven industry. Yet amid the rush to adopt new technology, one fundamental truth is easy to overlook: technology can improve the mechanics of service, but leadership determines how that service ultimately feels. It’s that human X-factor that is the game-changer. This is a key

Customer churn is a major challenge that many companies ignore. Losing customers not only reduces revenue but also increases the cost of acquiring new ones. Reducing churn rate means focusing proactively on keeping customers engaged and satisfied, the key to steady growth and stronger brand loyalty. Developing your strategies to reduce churn should be a priority - for marketing, product, sales and leadership. Customer retention dashboard on laptop screen Understanding Why Cus

Your Existing Customers May Be Your Most Underutilized Asset. Now’s The Time To Focus On Existing Customers A Blog Post Written for TL Agency June 2026 Churn Is a Balance-Sheet Problem: The CFO’s Case for Retention Every serious C-suite deck already reports churn. It’s there, tracked quarter on quarter, sitting a few rows beneath the revenue number the room actually leans into. Look closely at the businesses that compound, and the same thing stands out: they don’t treat reten

Mike Ridgewell is mentioned in this Loyalty Newscast on Starbucks Loyalty

Don't fumble the last part of your consumer journey. Here are my tips for ensuring your experience is best-in-class

Loyalty means many things to many different people - here's a checklist to consider before embarking on a loyalty journey

Is brand engagement the new brand loyalty? Little Bird Marketing podcast with Mike Ridgewell from Denmark Street Marketing

This blog repeats an article Mike Ridgewell wrote for loyalty platform 3 tier logic on the essential steps to planning a loyalty program

Customer service is the differentiator. This article highlights one experience that stresses the importance of that

This blog post outlines the importance of the customer experience after a visit to a restaurant - service matters

Does a loyalty program add value? This blog post dives in with a point of view based on hands on experience