Customer loyalty programmes can be hugely useful for businesses but you need to make sure your users are actually engaged. What can you do to improve your platform?
Customer loyalty programmes can be an important tool for businesses - especially in terms of customer retention. The 2016 Brand Loyalty Report found that over 80 per cent of consumers are more likely to continue shopping with the brand that offers a customer loyalty programme.
Perhaps that's why so many businesses have some kind of solution in place. Whether it is with a comprehensive mobile platform or some old fashioned loyalty cards, 57 per cent of businesses plan on increasing their spend for loyalty initiatives in 2017, reported CrowdTwist.
But just because a business has a loyalty programme doesn't guarantee its users are actively leveraging it. In fact, while the average consumer is registered to nearly 30 loyalty programmes they are only using 12 of them, according to recent research.
The challenge then becomes leveraging a loyalty platform that entices users to actually use it. So how can businesses create more attractive programmes? Let's take a look at some quick tips.
1. The ultimate power couple: Seamless and omnichannel
There are two words that matter for anything relating to customer experience: seamless and omnichannel. Consumers are increasingly interacting with brands on multiple devices. As such, brands must not only have the platforms in place but the experience must be seamless between the different devices. This means consistency in ease-of-use, layout and branding.
Make sure your loyalty programme is accessible on various digital devices and that users have a near-identical experience on each screen. According to Apptentive, 66 per cent of businesses saw a decrease in customer loyalty because they did not have an accessible mobile app in 2015 - don't make the same mistake.
"Make sure your loyalty programme is accessible on various digital devices."
2. Ask the people that matter
There's no better way to figure out what needs to be improved in your loyalty programme than asking your customers themselves. Leverage your platform to send out user surveys. This will not only give you some concrete ideas about what needs to be fixed but will show your customers that you value their opinion.
Make an effort to avoid yes or no questions. You want to ask things that elicit responses with concrete pain points. Instead of asking 'Are you happy with our loyalty programme?' ask "What about our programme do you like? What do you not?'
Power2Motivate prides itself on helping our customers roll out the best and most effective customer loyalty solutions in the game. Want to learn more? Contact on our reps today!