In part two of this series, I discussed the second stage of powering lifetime connections which is creating a plan for ongoing dialog. More often than not, brands either send one to two communications to welcome customers to their loyalty program, or, they over communicate and run the risk of customers classifying these communications as ‘junk mail’. Marketers need to develop a communication plan with the right number and types of communications for each program member to sustain customer loyalty. But as I’ll discuss, in the final part of powering lifetime connections, communication plans need to be flexible and accommodate for change along the journey. The needs and wants of consumers are ever changing and developing a plan to adjust to these needs is a must.
Customer loyalty is something all brands covet, as it can be hard to come by. Customers are reporting lower levels of loyalty than in the past – 56 percent of surveyed high income consumers indicated they are less brand loyal now, compared to years prior. If customers are less loyalty-driven, does that mean loyalty programs and efforts becoming obsolete? Quite the opposite! A well-marketed loyalty program can drive both customer retention and new customer acquisition for your brand.
As loyalty marketers continue to evolve their marketing strategy to remain competitive and exceed the needs of program members, they’re surrounded by disruption and the noise of the latest innovations. Given the complexities that already exist around technology platforms, strategy, people and processes, many ask how do we make sense of all this?