Customer loyalty. A key component of many corporate marketing strategies and an important area of focus for most. It’s a key ingredient to a company’s long-term sustainability and a puzzle most attack through partnering up with customer loyalty companies to create programs – from large to small, simple to complex – to encourage customers to keep coming back. Yet, despite all of the planning, strategy, and systems that get put in place to enhance customer loyalty, it often all still comes down to the details and individual experiences. As a result, it really pays to invest in the basics:
- Make sure the loyalty program aligns with the product or service itself – activating loyalty rewards should be seamless and deliver the experience promised, otherwise, you could potentially do more harm than good
- Invest in the people at the front lines dealing directly with customers – at the end of the day, they are your biggest asset or liability when it comes to ensuring customer loyalty. A single person can make all the difference in a positive or negative way.
To highlight both points, I’ll draw upon an experience I had a little while ago with an airline that has engaged another company to run their loyalty program. Read more