From retail to CPG, finance to transportation, maintaining a consistent experience across channels is the key to creating a highly engaging member experience. Your loyalty program is the perfect tool to help bridge the customer experience silos many brands face.
 
The key to success in delivering that consistent experience is as easy as following 3 simple steps:

  1. Identify the available channels you can leverage for loyalty
  2. Design a program with interactions for each of the channels
  3. Build out and deliver the experience
When identifying channels for loyalty, it’s important to take a step back from the day-to-day operations and think critically about how your business communicates with your customers, how customers naturally engage with your brand, and which opportunities you may not be currently leveraging. Building a detailed customer journey map that documents every touchpoint will give you a 360-degree view of your customer.

 
CASE STUDY:
A retailer was launching a new program in the midst of updating their POS system. They discovered they were going to have to incorporate work-arounds to build the advanced program they initially designed, so they ended up scaling back and focusing their goals on developing a strong acquisition strategy and robust email communication plan for a strong loyalty onboarding experience. Their rollout was wildly successful when they focused their efforts for in-store acquisition and loyalty behavior-driven email communication, saving the more complicated POS integrations for later.
Once you have a journey map, you’ll be able to identify where you’ll want to leverage your loyalty program to differentiate any touchpoints of parity, capitalize further on touchpoints of differentiation, and further close any gaps by creating new, loyalty-driven experiences. Next, it’s time to understand how key segments will experience your program by mapping each touchpoint to a specific, measurable loyalty objective. Some questions you may want to ask include:
  • What touchpoints and channels will drive acquisition?
  • How will members be onboarded into your program?
  • What habits do you want to form?
  • How can you create program and brand ambassadors?
After defining member journeys and mapping them to the specific loyalty and business objectives, you’ll be able to plan promotions to fill in gaps and build the overall experience. For example, when building out a referral campaign, knowing that you’ll leverage Twitter, email, and a website to build the end-to-end experience will allow you to design it to maximize the effectiveness of each touchpoint.

 
CASE STUDY:
One example of a wildly successful multi-channel campaign comes from a mid-sized retailer’s new member acquisition campaign. This retailer maximized awareness in their in-store retail environment to drive in-store acquisitions by leveraging window clings, in-store signage throughout the store, on employee name tags and through training their store associates on how to enroll new members at checkout.
 
To augment the in-store acquisition strategy, the team also leveraged their ecommerce site, email, social media, and paid advertising as key support channels to drive impressive results. The campaign achieved its 3-month goal in 1 month and hit 1-year KPIs after only 3 months!

That journey could be as simple as:

 1. Sending an email to a member explaining the  referral process and  benefits
 2. Existing member shares the link on Twitter, inviting  her friends to enroll
 3. Friend enrolls on your website
 4. Loyalty program tracks the enrollment source as a  referral and awards both members for this high value  interaction

In building out different scenarios and member  journeys, it’s important to understand that member experiences and expectations will continue to shift and change, so it’s key to have a strong analytics team to  help understand what’s working, what’s not working,  and how to adapt. An iterative test and learn strategy is a common and desirable approach.
 
Investing time up front to create a consistent, branded approach across channels will ensure your members feel connected throughout their individual journeys, while driving your program’s KPIs.

 

Recent Content