Creating A Loyalty Program That Resonates

The following represent the distillation of our findings from examining several industry leaders in the space and isolating the common factors that set their loyalty programs apart.

1. Engage customers with participatory experiences that are meaningful. Encourage participation by treating customers as partners, not targets, of the experience.
2. Create a loyalty experience that reflects customers’ needs, not the organization’s structure. Anticipate and predicate customers’ wants and needs by taking a flexible, human-first approach that learns and adapts to the customer, responding with personalized, relevant offers.
3. Design a consistent and connected experience. Be multi-dimensional and seamless in constructing programs, weaving loyalty throughout your customer’s journey—using the right touchpoints at the right moment — and creating a natural and fluid world for the customer.
4. Free loyalty from the confines of a program or department. A good customer experience spurs engagement, which cultivates loyalty — the two elements are interwoven. 
5. Recognize and support brand advocates. Think beyond spending to recognize and reward on-brand behavior. Once your company is in the customer’s inner circle, these loyal advocates will be more likely go to bat for you, even in challenging times

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