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When determining whether or not to incorporate an emotional loyalty program into an overall customer loyalty and marketing strategy, businesses need to be savvy about not only what their customers want and need, but what will encourage cooperation within the folds.
Loyalty360 spoke with supplier members to discuss the topic of emotional loyalty, the internal challenges of measuring the impact of emotional loyalty, and what brands can do to gain advocacy of the program from both the front-line workers and upper management.
Challenges of measuring the intangible
Measuring emotional loyalty through traditional metrics and KPIs can be difficult, but that does not mean it's impossible. Brands can begin to quantify their efforts by developing specific, measurable criteria.
Attila Kecsmar, CEO and Co-Founder of Antavo, confirms the challenging nature of measuring emotional loyalty, saying, "Measuring emotional loyalty might not be the easiest task. However, brands can measure the engagement rates on social media. If customers are re-sharing, leaving positive comments under your posts, or telling positive stories about their shopping journey to their friends, it's a clear indicator that they like your brand. Similar results can be achieved by letting customers leave product reviews on the website, or by inviting them to share their feedback via a brief survey."
Jeff Zotara, Chief Marketing Officer at Arrivia, recommends a broader approach, saying, "Emotional loyalty is rooted in delivering an amazing customer experience. That includes meeting our customers’ expectations, providing value in our products and services, and ultimately, delivering on our brand promise. It also means turning feedback into action (quickly) to fuel demand and habitual loyalty. We measure this 'voice of the customer’ through traditional customer satisfaction metrics like net promoter scores and social listening."
The company also focuses on a wide variety of engagement metrics that they believe ultimately express the emotional connection. Examples include:
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