How to Create an Emotional Connection with Customers Through Loyalty Program Activities

Loyalty program activities that lead to?an emotional relationship with the customers

Every customer interaction with a?brand is an opportunity to?deepen the relationship. Consequently, to?immerse them into the world of the value your brand offers. It is primarily your job to?be?active in?this process. If you expect emotional engagement, you should be?the first to?offer it.??And the loyalty program is a?great enabler that will help you drive customer value.??

This article will teach you how to?draw consumers into your brand’s world. How to?constantly give them more reasons to?stay in?a?relationship with you. How to?deepen it until you lock them into your 'walled garden’.?Additionally, you will learn how to?plan the loyalty program value proposition so that your customers feel comfortable in?your world, thus becoming their first choice.

Different groups of customers will engage with your brand in?different ways. These range from customers who will casually look in?your shop while at?the mall, to?those who will visit you from time to?time, to?ardent followers and fans for whom – if your brand suddenly disappeared from the market,?the world would become at?least a?little bit worse place. Sometimes one of these groups will outnumber the other ones, and this is perfectly natural. The important thing is to?have an 'incentive’ in?place for each of these groups so that they go?higher and higher up the customer engagement pyramid.

Customer engagement pyramid

By arranging the offer of your loyalty programme in an engagement pyramid, you can be sure that no matter how close a customer is to your brand (or, to the contrary, how far they can be), you will always find the tools to immerge them further into your world. This is how you ensure that you can provide a properly scaled exchange of values. As engagement increases over time, so does the number of interactions that give you additional opportunities to build this relationship. The further you go, the more meaningful the exchange of values between your brand and the customer should be, and the programme offering should be tailored as to always set up situations for further engagement.?

Grade 1 – Benefits for all club members;

Grade 2 – Rewards for occasional visitors;

Grade 3 – Rewards for those who plan to buy;

Grade 4 – Branded Community.?

How to work and plan this grades? Read the full article on my blog: