|
Is Your Loyalty Program In A Rut?
by Richard G. Barlow
The objective of any loyalty
program is to establish long-term relationships with customers so that
they count on the program as they would a trusted friend. New loyalty
programs should grow steadily over the first two years, while a mature
program should generate inquiries at a monthly rate of 4 to 5 percent.
When participation begins to decline, the most common cause is the loss of
creative focus on the program. It's
also common for newly launched programs to settle into a rut of
self-imposed sameness. Both of these afflictions are easy to fix, with a
little creative energy. Simply set as your goal the creation of some kind
of surprise value-added offer for at least one segment of your membership
base each quarter. Surprise, meaning something different in style and
substance from anything you've already done. If ROI begins to slip, tackle
the benefits structure with fresh eyes and open ears. Talk to members. Ask
them what they like and dislike about the program, and what kinds of
recognition and reward they wish for.
(Taken from DM News)
[Close
this window] |