It's time to fall back on the loyalty basics

Blogged in collaboration with Samantha Ngo, Senior Research Associate, serving Customer Insights professionals.

As a kid, I loved going back to school. The beginning of September always meant new classes, new classmates, and of course new notebooks, pens, and pencils. And even though I’m not in school anymore, I still see September as an opportunity to turn over a new leaf, and approach things — both personally and professionally — with a fresh perspective. So, in honor of the first few weeks of Fall, let’s all take some time to study the loyalty basics. Process, while not the most exciting aspect of loyalty marketing, is necessary for building a sound foundation. Without processes, your ability to execute on your loyalty strategy is shaky at best and sudden changes to the market or unforeseen obstacles may leave you in disarray.

To avoid loyalty strategy failure, you must streamline processes around these three objectives:

  1. Building a deep understanding of customer needs and motivations. Loyalty starts with knowing your best customers and asking for their input. But, if gathering data from your customers, make sure you use it. They will expect it.
  2. Preparing for relentless adjustment. Digital business is booming, and loyalty can’t miss out on opportunities to innovate. Test and learn new customer engagement tactics on a small scale. Don’t be complacent with your strategy, but don’t over spend on improvements that won’t last.
  3. Establishing enterprise wide alignment. Do you know who your key internal stakeholders are? Identify them then build teams and processes to help create seamless customer experience.

For a deeper look into using analytics, when and how to prepare for adjustments, and collaborating with key stakeholders, see my latest report: Three Must-Haves for Loyalty Strategy Success, the processes chapter of the Customer Loyalty playbook.

Photo by joiseyshowas via Flickr

Comments

The case for USING input!

Hi Emily,

Great reminders - thank you! I particularly like your first point about deepening customer understanding:
>>Loyalty starts with knowing your best customers and asking for their input. But, if gathering data from your customers, make sure you use it. They will expect it.<<

I completely agree and advocate collecting input _with a memory_ and circling back with customers to let them know their input has impact. Essentially humanizing the brand in customer relationships.

Looking forward to future posts as you build out the loyalty playbook!