Let’s get the scenario clear. You have decided to invest on a loyalty program, you have tried tips on creating successful loyalty programs, you took a decision on the dilemma of outsourcing or making it in-house, you have implemented it successfully but the performance is low. What can you do about it?
Let’s focus on small changes that could affect the success of your loyalty performance. Besides the main characteristics and rewards of a loyalty program there is a variety of ways you can improve its performance without making any extreme changes.
The first step after recognizing the fact that your loyalty program has a poor performance is to understand and measure why your customers or clients are leaving.
Then you should act and find ways to improve its performance. Here is how:
Employees
Leverage the most under-utilized asset, your employees. Passionate and engaged employees can deliver personal customer experiences which will further lead to customer loyalty. Companies that treat their employees with respect, give them the ideal tools to do their job and demonstrate that they are appreciated will see a workforce that will go the extra mile for the customers they serve.
Simply put, an appreciated employee is a happy employee. And happy employees translate into happy customers and thus bigger profits for the company.
Customers
You should always find new and unique ways to create a partnership with customers. People will care when they share. You can involve your customers in the design and delivery of a service through the feedback you receive from them. Improve customer experience by asking them their opinion and showing them that because of them something has change at your loyalty program. Continue to evolve your offerings with your customers’ progress.
Then you should wonder does any part of the process of signing in or logging in takes more than what customers are willing to wait? Does my loyalty program ask more information than what my customers are willing to give me? Do I need all this information?
Many customers will drop out during the sign in process as they find it too long or too demanding. Make your loyalty program to the point, ask for information that can somehow be useful for your company and your program.
Rewards & Engagement
Customers like stability but on the other hand when everything remains the same they get bored or attracted by something different or new. Use this opportunity to always improve your loyalty program in various ways. Firstly, your rewards. Customers nowadays aren’t attracted anymore by solid point based programs. They like gaining points through other touchpoints except the cashier i.e. social media, offers, feedback etc. Adapt your loyalty program on customer needs, give them reasons to stay engaged with your program. Secondly, their rewards should be progressive. This will keep them coming back again and again to see the different kind of rewards.
