In the current loyalty environment, customers expect more flexible, unique, and personalized experiences with the brands they love. Brands looking for buy-in to loyalty program changes face the conflict of presenting more value to customers while still maintaining or even growing ROI.
Bakkt® studied customer value expectations and found barriers brands face when seeking to present that value: earning takes too long, not enough redemption options, and points are illiquid. According to the study, brands should deliver a more personalized experience, offer more options, and increase fungibility to overcome these barriers.
Read more about Bakkt’s recommendations on how to effectively balance customer engagement and ROI in loyalty programs.
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