Pick up the pace.
That’s one of the primary messages in a recent survey of more than 2,700 U.K. consumers—54% of respondents reported that they believe that it takes too long to earn rewards in loyalty programs.
Yes, the survey measured responses of consumers across the pond, which may not translate directly to consumers far further west, but some of the responses are a bit eye-opening in general, and can lead to questions and perspectives that you might apply to your own customer base.
For example, the survey, conducted by Grass Roots Group, shows clearly that customer engagement is critical, but so is communication and properly establishing expectations. Marketers must make sure that members fully understand the program, the reward structure, and the factors that contribute to the timing of program benefit.
The survey revealed the following factors:
- 33% of respondents expect to receive significant rewards from a loyalty program within one month of signing up
- 45% are prepared to wait between one and three months for a reward
- 12% of respondents 55 and older expect a reward within one week; 4% of respondents 18-24 share that expectation
- 27% say they have stopped using a loyalty program because of the length of time taken until they earn a reward
What’s more, contact from the loyalty program is welcome—and expected—according to the survey:
- 57% of respondents are happy to be contacted by a program once a month
- 38% of respondents 18-24 are happy with contact in as frequently as once a day to every two weeks