From time to time we're asked what makes a good loyalty proposition. Whilst each programme should be designed around the unique properties of a brand, it's customers and the relevant objectives, there are some common elements we use when thinking about different aspects of the programme.
1.Subscribe; not bribe – For people to feel motivated they should feel that they are making smart decisions. A loyalty programme should not appear as a bribe - something that would taint the brand - and instead should appear as added value which customers want to sign-up to.
As the book Scoring Points puts it, better a "chosen" than a "given", but it's also wider than this; not just about whether the customer has chosen it, but the customer also needs to feel chosen - they need to feel it's not a bribe. Within recognition for example, people are more motivated when recognised based on a stated behaviour they have exhibited rather than a one size fits all.
Nectar demonstrates this principle very well in it's latest innovation; their iPhone app. Customers are provided various points offers from Nectar partners, but rather than simply awarding these at POS when the customer makes a purchase, instead the customer has to say "I want it" - they have to subscribe to the offer; this ensures they value it more and that they see it as a smart choice.
2.Loyalty is a journey not a destination – A well designed loyalty programme is made up of many small individual behaviour changes which link together to create deeper engagement. The programme should make it clear what these behaviours are and look to encourage them through the reward and recognition design.
Increasingly, recognising wider interactions as part of this is becoming more important as it allows a programme to start the journey earlier in the buying decision process. When designing a programme, consider all elements of the customer journey, how to highlight and recognise these to customers and how to move people along and up using the tools within the programme.
3.Recognition: it’s own reward – Don’t underestimate the value of recognition in it’s own right. A simple “thank you” can be very powerful and for some the mere act of accumulating points can be motivating in itself. Harness all avenues to recognition including new forms that are coming out of the increasing trend of gamification within loyalty.
This can also provide a great way of engaging less frequent or less valuable customers by providing recognition as a reward in itself and not tied to expensive rewards which they cannot accumulate or access.
4.Show me the value – Customers need to see a value exchange; they need to understand that their activities are an integrated set of steps to a given goal and that this goal is achievable. However, don’t confuse value with money. Whilst monetary value is important, value can also be achieved through social currency and privilege.
Whilst highlighting to customers what rewards are acheivable, it's worth remembering that many customers will underestimate the amount they spend (and could spend) with you and so early on, rewards may look out of reach. Focus on the reward itself and what other people are achieving (social proof) and not simply on the cost.
5.Much cheaper to be relevant – Standard mantra for CRM programmes is Right Message, Right Time, Right Channel. This still holds true and behaviour change can be much more effective when the message is relevant.
The principle also applies within the programme design itself as designing a programme to acquire and retain the right customer segments can be much cheaper than a mass programme for all.
6. Facilitate (don't initiate) advocacy – Take every opportunity to turn the scheme inside out and make it social. Word of mouth is very powerful but it must be genuine and not purchased. Giving people ample opportunities to share means they actually will. With many retailers seeing traffic more than double with the integration of Facebook “Like”, this can be a very powerful mechanic.
Don't expect customers to simply share the scheme though - it's unlikely many customers will say "join this great loyalty programme". Instead, build in the ability to share achievements - whether this is a reward they have redeemed for, a purchase they've made or a tier/level they've obtained. People are more likely to share achievements and share them more regularly than they are to make formal recommendations.
7.Create reasons to stay (and stay loyal)– This is not about locking people in, but instead is about ensuring they understand the value they have (and will lose) if they leave. Points do this very well, with people building up deferred value they don’t want to lose. Many programmes also use recognition mechanics like tiering which help people to build up more invested value if they concentrate more of their purchases with the brand.
One area to watch out for though is a programme design which actually causes disloyalty. For example, if your tiering structure allows people to "top out" and the customer sees no benefit to continue, they will start to shop around to build up loyalty standing with other brands - essentially playing the tiering field.
Keep in mind that points and tiers are not the only tools for creating a sticky programme - privileges, social connections and content can also be very compelling, as can increased game playing elements like leader boards, levels and status.
I've no doubt people have their own versions of these principles - and additional ones that they use. Feel free to share and discuss.
23 comments:
cheap uggs, http://www.uggboot.com.co
giuseppe zanotti outlet
nike free 5.0
real madrid jersey
hollister pas cher
michael kors outlet
ferragamo shoes
abercrombie and fitch
longchamp outlet
denver broncos jerseys
canada goose outlet
coach outlet, http://www.coachoutletonline-store.us.com/
gucci shoes
mizuno running
lacoste outlet
links of london
snapback hats
true religion outlet, http://www.truereligionjean.in.net
tory burch outlet
ralph lauren outlet
san antonio spurs jerseys
air jordan 4
celine outlet
ralph lauren, http://www.poloralphlaurenoutlet.it/
timberland boots
mont blanc outlet
adidas wings
lacoste shirts
mac cosmetics
cheap mlb jerseys
2015910caihuali
2016-05-30keyun
jordan retro 11
michael kors outlet
true religion jeans
nike running shoes for men
michael kors outlet
michael kors outlet
coach factory outlet
air jordan femme
michael kors purses
coach outlet online
gucci handbags
toms
oakley sunglasses
the north face jackets
polo ralph lauren
christian louboutin shoes
michael kors outlet online
ray ban sunglasses uk
adidas factory outlet
kate spade handbags
tiffany & co
ray bans
adidas originals
michael kors outlet
ray ban sunglasses outlet
louis vuitton outlet
coach factory outlet online
cheap toms shoes
michael kors outlet
air jordan shoes
cheap ray ban sunglasses
michael kors outlet
coach outlet
ralph lauren outlet
louis vuitton bags
burberry sale
toms outlet
louis vuitton outlet stores
longchamp pliage
hermes bags
ugg outlet store
ray ban sunglasses
michael kors handbags
toms shoes
cheap ugg boots
coach outlet
louis vuitton outlet store
adidas uk store
ray ban sunglasses
uggs on sale
nike outlet store
puma shoes
valentino shoes
ed hardy tshirts
cheap ugg boots
michael kors online
ralph lauren outlet
michael kors handbags
michael kors wallet
coach outlet
cheap nike shoes sale
christian louboutin uk
oakley sunglasses
chicago blackhawks
tory burch outlet
longchamp handbags
asics,asics israel,asics shoes,asics running shoes,asics israel,asics gel,asics running,asics gel nimbus,asics gel kayano
toms outlet
ray ban sunglasses
nike roshe run
louis vuitton pas cher
polo ralph lauren
snapbacks wholesale
0727jianxiang
salomon boots
pandora uk
supra shoes
nike outlet store
karen millen
longchamp uk
canada gooses outlet
mac cosmetics
watches for men
converse pas cher
2017.11.15chenlixiang
Great Post.Thanks for providing such a beautiful information about Customer Loyalty Importance and for more information about customer loyalty and Cashless Payments in detail Visit
Customer Loyalty Importance
hi
nice information
thanks for sharing
go through the following website
Customer Loyalty | Cashless Payments
hi
nice information
thanks for sharing
go through the following website
Painting Services in Bangalore For Residential And Commercial
Nice Post...
Click here for::
Digital Customer Loyalty Program
hi
nice information
thanks for sharing
go through the following website
Meals, Juices & Desserts in Bangalore
nice information
thanks for sharing
for futher info click on the below link
Digital Loyalty Program
to get more information click here
Online Cashback Deals
Cashback Offers India
hi
nice information
thanks for sharing
go through the following website
Online Discount Deals in india | Online Cashback Offers
good information
to get more information click here
Cashback Offers India
nice information
thanks for sharing
for futher info click on the below link
Engagement Marketing for Auto Repair
nice information
thanks for sharing
for futher info click on the below link
Engagement Marketing for Apparel Grocery Stores
Customer Loyalty Program for Grocery Stores
nice information
thanks for sharing
for futher info click on the below link
Customer Feedback System for Auto Repair
nice information
thanks for sharing
for futher info click on the below link
Customer Loyalty Program for Apparel Stores,Grocery Stores, Salons & Spa
coach outlet online
coach outlet online coach factory outlet
michael kors uk
cheap jordans
coach outlet
michael kors outlet
ray ban sunglasses
bulls jerseys
nfl jerseys wholesale
ray ban sunglasses
0806jejeLe jeu Air soldes basket asics femme Max Quarter et Air Max Pure sont également asics gel noosa tri 9 w femme des baskets de basket-ball Nike qui asics gel nimbus 18 Chaussures offrent les fonctionnalités de grande qualité nike air max 90 jacquard femme pour lesquelles Nike est célèbre. Une nike air jordan 1 retro high og carmine personne que je n'étais jamais prêt asics gel lyte iii kakishibu tan tan à faire était de prendre des suppléments avis sur chaussures asics illégaux ou tout type d'hormone de croissance. nike roshe run noir cdiscount
0806jejeDans le cas 2015 nike air max huarache noir où vous avez l'intention d'habiller un favori, vous pourriez rapidement chaussure de skate nike sb étudier ces derniers sont tous partis depuis longtemps et air jordan pas cher boutique vous serez loin de la chance. Dernièrement, dans l'industrie asics gel lyte v homme noir du vêtement, il existe des possibilités illimitées Air Jordan 3 Baskets de choisir. À mon avis, ce sont certains des asics decathlon france meilleurs briquets à cigares là-bas pour votre argent durement adidas zx flux rouge et bleu gagné.
balenciaga shoes
nike air max
adidas tubular
zx flux
yeezy boost 350
michael kors outlet handbags
yeezy boost 350
asics shoes
chrome hearts online
coach outlet store
jordans shoes
bape hoodie
lebron shoes
kobe
yeezys
jordan shoes
golden goose sneakers
supreme shirt
kobe 9
kyrie 7
Post a Comment