A loyalty program is a great way to interact meaningfully with your customers. But coupons, discounts, and special sales don’t engender loyalty. Successful loyalty programs engage with program members beyond mere purchase transactions and require continuous, intentional, strategic care. The components of a good loyalty program are many and varied, but five elements are essential:
Trust: Enduring relationships are underpinned by trust, and customer trust is more important now than ever, due to consumers’ access to a world of choices. To create a loyalty program built on trust, make it simple, fair, and straightforward. It should deliver what is promised.arie-flic.kr/p/eh3
Customization: Once trust is established, customers want to know you “get them.” A good loyalty program provides access or choices based on each customer’s tastes, desires, and previous buying patterns. Technology gives even small businesses the ability to customize and enhance the loyalty experience. auren Peng-43963-Unsplash
Experience: A customer’s experience with your loyalty program should be based on distinctive content and compelling context. The demand for fresh, relevant, meaningful experiences is growing, and the bar is continually hoisted higher as the competition grows and those competitors innovate.
Purpose: The need for meaning and purpose drives behavior in many aspects of life, including purchasing behavior. Loyalty programs that help consumers get fit or maintain their good health, celebrate an occasion, meet a goal, benefit a worthy cause, or make the world a better place build trust, reinforce loyalty, and help satisfy this basic human need.
Appreciation: A successful loyalty program is a reciprocal relationship that lets consumers know they are seen, heard, and valued, and that their business is always appreciated.
Build a loyalty program on these foundational factors, and you’ll reap the benefits of a loyal customer base.