How do you deliver on loyalty program promises?

1 Know your customers

The first step to delivering on loyalty program promises is to know your customers. Who are they, what do they value, what motivates them, and what are their pain points? You can use data, surveys, feedback, and personas to understand your customers and segment them into different groups based on their behavior, preferences, and goals. This will help you design a loyalty program that is relevant, personalized, and appealing to your customers.

2 Offer value and variety

The second step to delivering on loyalty program promises is to offer value and variety. Value means that your loyalty program rewards your customers for their actions, such as purchases, referrals, reviews, or engagement. Variety means that your loyalty program offers different types of rewards, such as discounts, freebies, points, cashback, or experiences. You can also offer tiers, levels, or badges to create a sense of progression and achievement. The key is to align your rewards with your customers' interests and needs, and to make them easy to redeem and use.

3 Communicate clearly and consistently

The third step to delivering on loyalty program promises is to communicate clearly and consistently. Communication means that you inform your customers about the benefits, rules, and updates of your loyalty program, and that you remind them of their status, points, and rewards. Consistency means that you deliver on your promises and avoid changing or removing benefits without notice or explanation. You can use email, SMS, push notifications, or social media to communicate with your customers and keep them engaged and informed.

4 Solicit feedback and improve

The fourth step to delivering on loyalty program promises is to solicit feedback and improve. Feedback means that you ask your customers for their opinions, suggestions, and complaints about your loyalty program, and that you listen and respond to them. Improvement means that you analyze your feedback and data, and that you make changes or enhancements to your loyalty program based on your customers' needs and wants. You can use surveys, reviews, ratings, or comments to solicit feedback and improve your loyalty program.

5 Surprise and delight

The fifth step to delivering on loyalty program promises is to surprise and delight. Surprise and delight means that you go beyond your customers' expectations and offer them unexpected or extra rewards, such as birthday gifts, anniversary bonuses, or exclusive offers. You can also use gamification, personalization, or social proof to create a fun and memorable experience for your customers. The goal is to make your customers feel special, appreciated, and loyal.

6 Measure and optimize

The sixth step to delivering on loyalty program promises is to measure and optimize. Measure means that you track and evaluate the performance and impact of your loyalty program, such as customer retention, satisfaction, loyalty, advocacy, and lifetime value. Optimize means that you use your insights and data to fine-tune and improve your loyalty program, such as testing different rewards, segments, or channels. The aim is to ensure that your loyalty program delivers value to your customers and your business.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?