Loyalty You're Doing It Wrong

LOYALTYYou’re Doing it Wrong

Your loyalty program is more than just a point earning experience.

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It’s about creating the perfect relationship…

at every touch point…@

with an entire community who shares those same values.

But even the best designed programs will see engagement rates decline if any of these mistakes are made:

1Barrierto Entry

Simple Complicated

ONBOARDINGFirst impressions are difficult to change. When a customer opts into your loyalty program, are they expected to fill out a 16 page profile? Is there a complex onboarding process? Keep this experience easy, fun, and focused on the customer. Offer an early win to spark engagement immediately.

2One SizeFits All

Tailor the experience to the individual

It’s not just about communication preferences (but that’s a good start). There is a strong link between personal values and program engagement. Realize what drives and sustains engagement is unique to each customer.

3LengthyFeedbackCycles

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Feedback {noun}

/ˈfēdˌbak/

Feedback is a process in which information about the past or the present influences the same phenomenon in the present or future.

In other words…

In other words…

FEEDBACK CHANGES BEHAVIOR

Motivation Principle: In order to receive maximum benefit from feedback, it should be delivered as soon as possible after performance of the activity.

4SuckyRewards

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It’s not about offering the most rewards It’s about offering the right rewards.

Motivation Principle: Rewards need not always provide economic benefit to the end user.

Motivation Principle: Rewards need not always provide economic benefit to the end user.

(status is an emotional reward in itself)

5No SocialProof

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Human interaction matters more than you can imagine.

Motivation Principle: Experiencing social acceptance amongst peers activates the same centers of the brain as earning money.

The bandwagon effect is very real.

CONCLUSIONBy leveraging these best practices, your loyalty program has the power to drive high value behaviors.

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