The Top 3 Myths (vs. Reality) Associated with Customer Loyalty and Customer Loyalty Programs

Customer Loyalty Myths vs. Reality

                                 Customer Loyalty Myths vs. Reality

The Top 3 Myths Related to Customer Loyalty & Customer Loyalty Programs

The Harsh Reality About Customer Loyalty

                          The Harsh Reality About Customer Loyalty

Achieving High Degrees of Customer Loyalty is Even More Elusive Than Ever

The Harsh Reality About Customer Loyalty - Continued

                          The Harsh Reality About Customer Loyalty – Continued

 

Customer Loyalty is Declining Across the Board for Many Industries

Revealed: Root Causes for Customer Defection

                             Revealed: Root Causes for Customer Defection

 

Why Customers are Defecting to Other, Competitor Companies

Customers Feedback on the Major Factors that Drive Their Continued Loyalty

           Customers Feedback on the Major Factors that Drive Their Continued Loyalty

What Factors Drive Customer Loyalty The Most

 

Myth #1: Understanding Customer Satisfaction is Enough to Predict Loyalty

 

Customer Satisfaction is Only One Insight in Determining both Short-Term and Long-Term Customer Loyalty

Customer Satisfaction is Only One Insight in Determining both Short-Term and Long-Term Customer Loyalty

Holistic Insights You Must Have to Drive Effective Customer Loyalty Programs – Part 1

Customer Satisfaction is Only One Insight in Determining both Short-Term and Long-Term Customer Loyalty - continued

Customer Satisfaction is Only One Insight in Determining both Short-Term and Long-Term Customer Loyalty – continued

Holistic Insights You Must Have to Drive Effective Customer Loyalty Programs – Part 2

 

360° Loyalty Insights Enable High Degrees of Loyalty

                           360° Loyalty Insights Enable High Degrees of Loyalty

Effective Customer Loyalty Programs Are Highly Tailored Based on Multi-Dimensional Customer Loyalty Insights Shown Above

 

Customer Loyalty Management is Multi-Dimensional

Customer Loyalty Management is Multi-Dimensional

Effective Customer Loyalty Programs are Multi-Dimensional in Their Approach and Focus on Many Program Objectives

Customer Loyalty Management is Multi-Dimensional

 

Customer Loyalty is Established & Maintained by Nearly Every Department within the Company

Customer Loyalty is Established & Maintained by Nearly Every Department within the Company

Customer Loyalty is Everyone’s Responsibility within the Company

The end

 

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The Loyalty Program Toolkit: Lessons Learned & Best Practices Enabling Break-Away Competitive Advantage

The content of this blog is a customer loyalty toolkit containing a host of loyalty program development ‘how to knowledge’ including best practices, project plan, business case, pros/cons, customer loyalty definition, customer loyalty benefits, loyalty program communications plan, loyalty program change drivers and loyalty program development lessons learned.

Sample Blog Content

                                                               Sample Blog Content

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The market is currently saturated with customer loyalty programs that are either marginally effective or that actually represent an inconvenience to the very customers they are trying to retain. If you are even thinking of launching a loyalty program, consider the Ten Commandments of Loyalty Programs listed below.

Ten Commandments of Loyalty Programs:

  1. The rewards of the loyalty program must be so compelling that customers are actually driven to defect from your competitors and organically refer other customers to your program
  2. The rewards from the loyalty program must be so super-simple to redeem, the customer can do it without any unnatural and inconvenient steps: finding their card, remembering their rewards number, etc.
  3. The rewards from the loyalty program maximize customer choice for redemption: Cash back, points with cash payments, merchandise, travel, buy points, donate points, transfer points, etc.
  4. Company employees are empowered to distribute points to customers based on need such as distributing points to make up for a customer service issue or for a customer’s good will toward the company
  5. Top Tier Customer loyalty achievers for each year are recognized in special ways: Meet with company CxOs to get their feedback; special in-person awards ceremonies, extra unannounced super-perks the following year, etc.
  6. The pre-launch company rewards program is designed such that rewards programs rating agencies (Freddie Awards, Flyertalk), pre-determine the program to be top in class prior to launch based on the design concepts, rewards program content, etc. Ongoing reviews ensure top program billing following the program launch
  7. Rewards program acquisition strategy must include conversion of a customer’s competitor points to join your company’s rewards program at the same level as your competitor(s). (a.k.a. a lateral join)
  8. Any loyalty program should not even be considered without first leveraging Advanced Predictive Modeling Techniques (APMTs) to determine an overall program cost estimate. These APMTs tend to be much more responsive and accurate, quickly reflecting the impacts of all available information on the program liability. Without this APMT component, the program must be cost prohibitive and drive your product/services costs up to unsustainable levels.
  9. The loyalty program must enable communications with its members via the member’s communication channel of choice without burdening members will annoying and redundant member information requests. 
  10. The loyalty program should encourage family company loyalty to the extent of top market leaders (USAA insurance for military service members) such that rewards can be transferred to family members, left to family members after death, allow entry at preferred reward program loyalty levels for select family members of top earners, etc.
Loyalty Program Strategic Drivers & Levers

Loyalty Program Strategic Drivers & Levers

Any world-class loyalty programs that I have helped establish and/or evolve at Macy’s, Bank of America, Wells Fargo, Starwood, Marriott, and American Airlines ALL contain (at least, as a common denominator) the above seven (7) strategic levers as part of their loyalty program. 

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Loyalty Program Levers

Reasons People Leave Companies

Reasons People Leave Companies

 The Relationship Between Customers Treatment & Retention

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 Benefits of Customer Loyalty

Benefits Of Customer Loyalty

Benefits Of Customer Loyalty

Company Benefits of Customer Loyalty

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Loyalty Definition

What Is Customer Loyalty

What Is Customer Loyalty

A Good Definition for Customer Loyalty

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 Change Drivers for Loyalty Programs

Change Drivers For Customer Loyalty Programs

Change Drivers For Customer Loyalty Programs

Drivers (Reasons) for Creating a Customer Loyalty Program

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Objectives & Desired Behavior Of A Loyalty Program

Objectives & Desired Behavior Of A Loyalty Program

Loyalty Program Corporate Objectives

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Loyalty Program Approach

                                Loyalty Program Approach

Customer Loyalty Program Approach

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Positioning The Loyalty Program

Positioning The Loyalty Program

Customer Loyalty Program Requirements Development

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Loyalty Program Type & Content Examples

Loyalty Program Type & Content Examples

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Loyalty Program - Balancing Benefits With Company Costs

Loyalty Program – Balancing Benefits With Company Costs

Loyalty Program Customer Benefits & Company Costs

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Loyalty Program Business Case

                            Loyalty Program Business Case

Loyalty Program Business Case and Reward Financial Model

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Loyalty Program Communications Plan

Loyalty Program Communications Plan

Customer Loyalty Program Communication Plan Structure

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Loyalty Program Point Collection Simulator

Loyalty Program Point Collection Simulator

Customer Loyalty Program Reward Point Redemption Simulator

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Loyalty Program Point Redemption Calculator

Loyalty Program Point Redemption Calculator

Loyalty Program Reward Category Point Redemption Volume Estimates

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Loyalty Program Business Case & Project Plan

Loyalty Program Business Case & Project Plan

Loyalty Program Business Case & Project Plan

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Loyalty Program Pros and Cons

Loyalty Program Pros and Cons

Customer Loyalty Program Pros & Cons

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Loyalty Program Lessons Learned - 1 of 3

Loyalty Program Lessons Learned – 1 of 3

Customer Loyalty Program Lessons Learned & Best Practices (1 of 3)

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Loyalty Program Lessons Learned - 2 of 3

Loyalty Program Lessons Learned – 2 of 3

Customer Loyalty Program Lessons Learned & Best Practices (2 of 3)

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Loyalty Program Lessons Learned - 3 of 3

Loyalty Program Lessons Learned – 3 of 3

Customer Loyalty Program Lessons Learned & Best Practices (3 of 3)

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Bottom Line: If you are ever considering implementing a customer loyalty program, please take the above lessons learned and best practices into account as these were all developed after having successfully implemented several of these loyalty programs at Fortune 500 companies across the globe.

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