Here’s the Thing About Loyalty: It’s not Unconditional

Traditionally, enterprises have been interested in loyalty programmes for multiple reasons. Upselling apart, these programmes build ‘stickiness’ and assure continued patronage while simultaneously enriching the internal data repositories, which is the fuel that propels targeted marketing campaigns, writes Dr Jacqueline P Mundkur, a widely published CX expert, an international speaker and Consultant and with cross-industry experience, in the current issue of Progressive Grocer India.

Here is a key excerpt from the book ‘Customer First: The Mindset That Spells Success’, which Jacqueline co-authored with Varun Aggarwal.

Like any customer-directed programme, organizations need to constantly innovate and use the loyalty programme to create winning conversations that add enduring value to the brand– customer relationship.

Some organisations expect an exciting loyalty program to cover up the ills of a poor product or service. That, naturally, is not how loyalty plays out. To provide value to the customer, Jacqueline outlines some key considerations that a practitioner with a customer-first mindset should evaluate while operationalising successful loyalty programmes.

Consideration 1: Keep It Simple and Easy

Consideration 2: Constantly Contemporize the Offerings

Consideration 3: Enhance Customer Value in the Experience

Consideration 4: Customize Because Everyone is Different Today

Consideration 5: Customer Silence Can be Symptomatic of a Deeper Malaise

Consideration 6: Capture Feedback and Constantly Review

Loyalty programmes are a powerful tool of customer retention and repeat sales, but cannot make up for an experience or product that is inherently lacking.?Get the real intel on customer service strategies tailored for your business at India Food Forum?this year. Join India’s most exciting food retail and food service CXOs for some sharp insights on Dec 7-8 at The Westin Mumbai, Powai Lake!