Sometimes
a loyalty program is a perfect fit and
sometimes your best strategy is no program at
all.
Traditional definition states that Loyalty
Programs are structured marketing programs
that reward customers based on buying behavior. From
the earliest days, merchants have rewarded
customers based on transactions. This
approach has become the paradigm with nearly
90% of Americans participating in some type
of rewards program (and most are enrolled
in more than one).
Today’s consumers have a decreasing
attention span and less bandwidth to deal
with cumbersome programs. A Loyalty “Program” isn’t
always the best fit. Rewards
are only one example of a loyalty strategy.
It is important to distinguish between rewards-based
(i.e. transaction) loyalty and genuine
(i.e., emotional) brand loyalty. The
latter is always better and more profitable.
We believe in doing more than measuring
customer commitment purely based on transactions. Proper
loyalty strategy needs to account for customers’ profitability,
up- and cross-sell, referrals and being advocates
for your brand.
If you believe loyalty is not just about
rewards, you need rDialogue. To us,
customer loyalty is about:
• |
Building
trust and developing long-term relationships |
• |
Providing
the right value proposition for your
customers and your company |
• |
Leveraging
the one thing that can't be duplicated
about your brand |
• |
Tailoring
the customer experience to pay off
the brand |
• |
Doing
it in a measurable and profitable way |
|
