L is for Loyalty
I think I would be happier if it wasn’t called Loyalty .I am much happier with Rewards schemes.
In my opinion most ‘’Loyalty’’ Programs are actually cross-sell up-sell schemes based around often very clever data insights – and there’s nothing wrong with that. But some are just based on really really simple infrastructures...a credit card size piece of paper!
There are two elements to Loyalty – Behavioural and Attitudinal. Loyalty Programmes really focus on the former, although they may have an impact on the latter. And the use of data is the clever bit that marketers need to focus on to make these Behaviour Loyalty Programmes work.
And of course, part of the insight gained from the data is also an understanding of where and how the customer wants to hear from you. In today’s world of the savvy customer, brands need to engage on the customer’s terms, whether that is via email, social or face to face.
If you want real loyalty, which I think is built on Attitudinal Loyalty, then you have to win the hearts and minds of customers at every single (e)CRM touch-point and beyond.