Outdated Thinking vs. the Realities of Loyalty Programs
Loyalty programs often seem more complex than necessary, leaving many to wonder why. It's not uncommon for executives to underestimate the resources and expertise needed to effectively run these programs. Instead of collaborating with experts, businesses can get bogged down trying to justify their strategies internally.
A key issue is the lack of alignment among sales, marketing, and loyalty efforts, which makes budget cuts a looming threat. Educating all stakeholders continuously is crucial for sustained support.
Let's debunk some outdated myths about loyalty programs:
Myth 1: Designing a program is simple. Modern loyalty programs require managing vast amounts of content, such as campaigns, SKUs, and partner integrations. Without a strategic approach, it's easy to feel overwhelmed.
Myth 2: Loyalty is only about points. Programs that focus solely on rewards miss opportunities to foster lasting relationships. True success comes from providing tangible business support, like training or certification.
Myth 3: Tier systems are straightforward. Basic tier systems don't work well today because micro-segmentation is more effective. Programs need dynamic tiers based on actual customer behaviour.
Myth 4: ROI is hard to measure. While big data can be daunting, modern tools make it easier to understand how loyalty programs contribute to revenue.
Myth 5: Social loyalty is just a trend. Engaging with business partners on social media is essential. Ignoring this means losing a competitive edge.
Transitioning to a Modern Approach:
Emphasise design as a strategic skill. Visual mapping of your content plan, aligned with sales cycles, can help executives appreciate the program's complexity.
Focus on real value. Highlight the personal and professional growth your program offers, beyond just rewards.
Refine tiers with data. Use data-driven insights to tailor tiers to actual partner performance, making them more relevant.
Demonstrate measurable ROI. Point out specific instances where loyalty membership directly influences buying patterns.
Capitalise on social platforms. Show the importance of connecting and engaging with partners where they are most active.
This overview is just a starting point. Think critically about other outdated views in your company, and create your own 'Myth vs. Reality' playbook! Armed with the right messaging, you can turn internal skeptics into your biggest loyalty advocates.
