How to Manage A Customer Loyalty Programme

An attractive customer loyalty programme can help you retain customers as well as gain new ones. Running a successful programme definitely requires technology, resources, capital and manpower depending on the scale and features. Here is a brief outline of what it takes to create a customer loyalty programme:

1. Costs

Conventional loyalty programme uses physical membership cards which cost money to print and design. With the new normal of contactless approach, many businesses have switched to replace cards with mobile app. Developing and managing an app can be expensive but may be cheaper than printing cards in the long-run.

2. Features

Picking the right reward structure that will attract more customers to sign up for your loyalty programme will depend on how well you understand your customers’ needs. You need to focus on what motivates your customers to spend as well as recommend your products and services to their family and friends. For example, coin laundry owners can offer one free wash for every 3 visits.

3. Partnership

Expanding the benefits of your membership programme to include third party products and services can be a good strategy to entice more customers to sign up. The key is to choose the right partners that offer the trendiest and most relevant products and services that are irresistible to your customers.

4. Communications

Getting the word on your loyal programme out there is crucial for its success. You can use physical and online ads, social media posting, and even word-of-mouth. The message across multiple channels must be consistent and well-managed to extend your reach.

5. Review

Your customers’ tastes and preferences may change with time. Hence, it is important to stay on top of their evolving needs through regular reviews of your loyalty programme. This can be done with a quick survey or simply chatting with your customers.