Loyalty is a relationship built off of conversations. These conversations are opportunities we have with customers to better understand their needs and wants. I?m not saying that technology, product and offering should be forgotten. They play an important role in shaping loyalty programs and are elements of the conversations you should be having with your customer. But instead of focusing on these things so heavily, we should ask ourselves, ?How does any technology or product enable a better or more relevant conversation with my customer??
So, here are a few thoughts on conversation for marketers just like us to consider on our quest for loyalty.
- Is your product or service relevant?
You must have a product or service that customers care about. It needs to make their life better?bring an ease, relief or satisfaction to them. If it doesn?t, no amount of points or awards will convince them to purchase it.
To understand if your product meets the needs of consumers, it?s important to know your audience intimately. And don?t just get to know your most loyal audience segment, learn about the people who comprise a not-so-loyal sector. It?s no surprise that this ?getting to know you? process begins with a conversation and requires a constant conversation throughout the life of a relationship with a customer.
So start by finding out if your product or service is relevant. If it is, move on. If not, fix your product first, then start think about making your customers loyal, lifelong advocates of your brand.
- Do you have a brand that someone would want to be loyal to?
Long before thinking about a loyalty program, consider whether your brand naturally builds affinity and creates an emotional connection with your customers. Your brand must be in alignment with the goals of your product or service offering to be celebrated by your customers. For example, if you are in charge of marketing for a national chain of salons/spas catering to women, does your brand reinforce the feelings of beauty, relaxation and self-esteem that your service offerings do? Does your brand communicate that you don?t just cut hair, you give women new attitudes and life-changing makeovers? If your brand isn?t creating an emotional connection to your audience, you should address that at the core before trying to persuade with points..
- Are you thinking about long term relationships or quick wins?
Do your marketing tactics feel like long-term, relationship-building communication efforts or quick wins? Either is ok. Just don?t say one and do the other . No customer wants to be told that you are interested in developing a lifelong relationship with them when you are really doing a short-term promotion.
If you have a loyalty program or plan on building one, ask yourself these three questions. They will push you to assess some important factors you?ve never considered and have meaningful conversations with your customers. And when all is said and done, they will help you create customers that are loyal and passionate about your brand.