Loyalty

Chick-fil-A followed the flock on their rewards program relaunch

When Chick-fil-A launched its loyalty program in 2016 I was thrilled to see them take such a smart approach. Instead of following everyone else and offering a standard issue points-based spend-and-get program, they built a program that led with convenience and time savings. It delivered rewards according to customer value but didn’t overcomplicate the customer experience by burdening the customer with a points balance to track.

Driving Customer Loyalty Retention: Three Things CMOs Should Learn from Amazon and Jeff Bezos

Amazon’s impact defines the idea of relativity, at least in terms of customer experience.  Nearly every other brand customer experience can be measured in terms of how well it compares to what Amazon does. What can a CMO smart enough to be focused on the customer learn from this success that will make your brand(s) more relevant and your customers more loyal?

Flying High: Trying out Delta’s Gold Medallion

Early on in January of this year, Delta sent me an offer that I could not refuse. “Would you like to fast track to Delta Gold Medallion Status?” Hell yes. It seemed like a simple enough ask. Get a trial Gold Medallion membership for three months. The caveat? Fly with us three times in three months and enjoy Gold Medallion status for a full year.

In a loyalty 3.0 world, if you sponsor it… will they come?

Recently, rDialogue went to SunTrust Park and watched the Braves beat the Mets in an exciting game. The stadium is beautiful and… well, we could go on and on. In fact we did and here you can read all about rD’s outing at the ballpark. But here, we want to focus on the name on the side(s) of the ball park: SunTrust, along with the broader topic of sponsorships and activation of those sponsorships.

If you build it, they will come

Born and raised in Atlanta, I’ve been a home team sports fan my entire life – Braves, Hawks, Falcons, even the new professional soccer team, Atlanta United. This year, our city is getting a state-of-the-art stadium for the Braves in SunTrust Park, an equally innovative new home for the Falcons and Atlanta United in Mercedes-Benz Stadium, and a newly renovated Phillips Arena for the Hawks. Talk about resetting an Atlanta sports fan's expectation!

Is "wantedness" something that marketers need?

We love it when research reinforces what we’ve been saying all along: it’s not enough for customers to be loyal to brands; brands must be loyal to customers. 

A recent study by Wunderman contends that there is a new measurement for customer engagement called “wantedness”, or as they define it, “the degree to which a brand provides their commitment to earning a customer’s business across every touch point and throughout the entire path to purchase.”

Loyalty Marketing in a Trumpian World

President Trump is having a significant impact on brand loyalty. Consider what we are seeing with Nike versus Under Armour. Uber versus Lyft. Nordstrom versus @realDonaldTrump (and @POTUS!). CEOs are declaring their support for, or opposition to, President Trump and his policies. In our always on, tweet-of-the-moment world, we are seeing brands and their leaders pick sides.

It's time to face the truth: Discounts do not drive loyalty. Customer experience does.

Quick question:  What are NOT drivers of customer loyalty?

Answer:  Discounts, rebates, BOGO offers – even free burritos. 

These may appear to be effective business strategies to generate and grow sales, but consider these insights before going down that road.  Because, in actuality, discounting is death to a brand and, over time, proves that these are not drivers to building customer loyalty.

rD #tbt: Customization of Loyalty Marketing Plans

We continue our celebration of rDialogue’s 10-year anniversary this week with a look back to 2011 and loyalty marketing’s role and evolution. Here at rD, we always have and will continue to look for brands that are willing to be leaders and push beyond the traditional loyalty program. It’s 2016 and this post is more relevant now than ever before. Enjoy the read and remember to follow along using #rDialogueTBT.