Ms. Fruend

Melissa Fruend



Melissa Fruend has over 20 years of expertise in leading the development of consumer loyalty and CRM strategy solutions. As a Partner at LOC, she is responsible for the Loyalty and CRM Strategic Consulting focus in our practice. The team offers innovative loyalty strategies to improve customer engagement through increased customer identification that impacts revenues for brands. Recent client relationships include Abercrombie & Fitch, Giant Eagle, PetSmart, Alaska Airlines among others.

With an expansive background including general advertising, direct marketing, product development, loyalty marketing, client relationship management (CRM) as well as strategic consulting, Ms. Fruend is also a frequent speaker and workshop leader at industry conferences. Her expertise lies in loyalty program strategy and design including brand and customer communications (CRM) and she is a regular contributor of articles and POVs about loyalty, communications and advanced customer engagement.

An expert in client management and development, Ms. Fruend enjoys the opportunity to dig into a clients' business, turn it upside down and help them think differently in order to achieve their objectives. Leading loyalty consultative engagements with companies across multiple market sectors, Ms. Fruend applies the latest thinking in neuroscience and gamification in program design.

Ms. Fruend has had the pleasure of working on both consumer and business to business projects with many Fortune 500 companies including Wells Fargo, JPMorgan Chase, Kimberly Clark, Village Roadshow and Walgreens, and has helped develop and implement advanced customer engagement as well as loyalty strategies and solutions for a number of retailers. Ms. Fruend is a graduate of Missouri State University with degrees in both communications and journalism.

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Ms. Fruend can be contacted at 416-552-4513 or

Coming Up In The April Online Hotel Business Review

Feature Focus
Guest Service: The Personalized Experience
In the not-too-distant future, when guests arrive at a hotel, they will check themselves in using a kiosk in the lobby, by- passing a stop at the front desk. When they call room service to order food, it will be from a hotel mobile tablet, practically eliminating any contact with friendly service people. Though these inevitable developments will likely result in delivered to their door by a robot. When they visit a restaurant, their orders will be placed and the bill will be paid some staff reduction, there is a silver lining Ė all the remaining hotel staff can be laser-focused on providing guests with the best possible service available. And for most guests, that means being the beneficiary of a personalized experience from the hotel. According to a recent Yahoo survey, 78 percent of hotel guests expressed a desire for some kind of personalization. They are seeking services that not only make them feel welcomed, but valued, and cause them to feel good about themselves. Hotels must strive to establish an emotional bond with their guests, the kind of bond that creates guest loyalty and brings them back time and again. But providing personalized service is more than knowing your guests by name. Itís leaving a bottle of wine in the room of a couple celebrating their anniversary, or knowing which guest enjoys having a fresh cup of coffee brought to their room as part of a wake-up call. Itís the small, thoughtful, personal gestures that matter most and produce the greatest effect. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.