A loyalty program is really about building relationships that lead to preference and result in increased share, even in the face of changing business environments, according to Rob Taylor, Director of Loyalty Marketing for La Quinta Returns, the loyalty program at La Quinta Inns & Suites.
“Without these relationships, without preference, all we have are points and status; these alone are not differentiators,” Taylor explained to Loyalty360. “The lesson is listening to your customers, understanding what they really want, when and how, and then build your business around that.”
Attaining repeat behavior from customers is the overarching goal, Taylor said.
“The whole point is getting repeat behavior, and that’s always going to be a challenge for any brand,” Taylor said. “You’re always trying to build engagement to drive repeat behavior. Listening to customers is critical. They give you a reality check of what really matters to them. I was sitting in a focus group several years ago (for another brand) when a VP who was listening to the comments said to me: “They don’t get it.” It was clear to me who “got it” … and who didn’t.”
Taylor enjoys listening to customers because they pave the way for brand loyalty and success.
“I especially enjoy working with millennials because they are helping us – by pushing us – to work harder at being smarter, more relevant marketers,” Taylor said. “For instance, social media is what we always thought of as ‘word-of-mouth’ – but, of course, it has exploded wildly because of technology. So, there’s no denying social media’s importance and significance to being a brand of preference. And, more than any other generation, millennials are making us pay closer attention to what they want – what really matters to them.”
To succeed against its key competitors, Taylor said La Quinta has to be different and do things better than them.
“That’s why we strive to deliver a better stay experience, beginning with the way our guests feel at check-in and all the interactions before, during and after the stay,” he said. “And we have to keep our loyalty program at the top in terms of fast rewards and status. To win, you have to outwork the other guy. Surprise and delight is a belief that gets reinforced every day. I think our greatest advantage is our culture. There are no pretenses here. Many of our top executives came up through the ranks, starting as front desk clerks in college. They know how to serve customers. They know what it takes to manage a hotel. And they’re very approachable. So there’s a tremendous mix of knowledge and ability, willingness to help, and leadership based on a set of core values that begin with the recognition that people are our most important element.”