3 Key Elements to Consider in Your Loyalty Program to Keep Your Customers Happy

Loyalty Programs offer an excellent opportunity to keep customers engaged and satisfied. However, customer expectations have changed and continue to change over time, and with greater speed than ever before.

While 78% of consumers say they are more likely to purchase from brands that offer rewards programs, an increasing number of customers are willing to switch brands if they are dissatisfied with a loyalty program, citing various reasons for leaving.

However, this time we will not focus on why customers leave, but on the three key points we need to pay close attention to in order to keep them with us for a longer period of time.

1.Clarity in the Onboarding Process:

According to recent research by Quantum Metric, reward program members point to the enrollment process as the most frustrating part of the program experience. They are often confused by the terms and conditions required to earn their rewards. The key here is to always make it EASY.

• Instead of frustrating members with confusing onboarding terms, ensure that the process is clear and transparent.
• Compare your program's rules with those of competitors to ensure that the path to rewards is understandable and attractive.
• Simplify your points systems to be intuitive and rewarding, avoiding unclear requirements that might discourage members.

2. Empower Self-Service:

Increasingly, we are becoming more independent thanks to technology. While customers appreciate personal interactions and the ease of customer service, they also prefer to solve problems themselves and in less time. The key here is CONTROL.

• Provide members with the ability to self-manage through user-friendly platforms.
• Design intuitive interfaces that allow members to access and redeem points, update personal information, and preferences autonomously.
• Streamline navigation with limited menus and clear options that cater to user needs.

3. Enhance Mobile Experience:

Mobile apps represent 73% of retail traffic and 57% of retail sales, according to a 2023 study by Quantum Metric. This figure is expected to rise as more consumers rely on smartphone-based digital wallets. The key here is MOBILITY.

• Harness the power of mobile apps to provide effective solutions to your members.
• Design apps that solve problems and facilitate interactions, from navigation to reward redemption.
• Keep your apps updated and user-focused, offering exclusive content and instant promotions.
• Combine standard physical benefits (points, bonuses, discounts) with soft benefits, such as in-app payments, accurate in-store navigation maps, and updated product information.

Keeping your customers happy and engaged with your loyalty program requires a proactive, customer-centric approach. By offering clarity, self-service options, and an exceptional mobile experience, you can not only retain customers but also strengthen their loyalty and engagement with your brand.