Viewing entries tagged
loyalty

Ahead of the game! - When to introduce gamification to your loyalty program

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Ahead of the game! - When to introduce gamification to your loyalty program

Gamification is the use of game-play mechanics for non-game applications and it has grown in popularity as a loyalty program tactic. Indeed, when used effectively digital games have achieved fantastic results.

 Equally, there have been numerous examples where the gamification execution has failed to deliver. This can be extremely problematic for businesses as the financial investment and staff resources required to design and deploy gamification can be considerable.

 The top three reasons why gamification tactics and campaigns failing to deliver the desired ROI have been identified as:

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How to make a ‘spectacle’ of your loyalty program

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How to make a ‘spectacle’ of your loyalty program

Loyalty and incentive programs attract, motivate and reward your best customers and there is no doubt that they can be very powerful marketing tools – their success has been well documented in industry case studies, academic literature and loyalty marketing awards programs.

Your best customers are the ones that listen to and respond to your loyalty promise.  But delivering on that promise is highly dependent on structuring an effective program. All too often loyalty programs fail to deliver their promise not only to participants; they also fail to meet the high expectations of senior management.

Thus, to deliver on the ‘spectacle’ of a loyalty program, it’s vital we work on the ‘science’ behind it. Here are 8 key elements to applying this science.

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Creating your loyalty avatar

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Creating your loyalty avatar

Whilst a lot of time and money is spent creating brand and positioning, little effort is spent on developing the “loyalty avatar” that will be used to communicate to  program participants, both formally and informally.

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Tier your member down

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Tier your member down

This variation on an old Queen song came to mind when we asked ourselves a question that challenges one of the fundamental aspects of loyalty programs. Are those hierarchical program tier structures that group customers in different levels, depending on spending or selling pre-specified amounts, really the most effective design feature? Tiers foster feelings of status, depict various degrees of member loyalty, motivate people to keep their status and can easily be extended.

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Top 10 Trends for B2B Loyalty Marketing in 2018

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Top 10 Trends for B2B Loyalty Marketing in 2018

What does 2018 have in store for the B2B loyalty sector? Our loyalty doctors have gazed into their crystal ball and are predicting greater transparency about privacy, more ‘loyalty hacking’, increased use of artificial intelligence (AI) to accelerate program members attention and interest (A&I) and more programs going local, not just in Acapulco. 2018 will also see a new era of ‘influencer loyalty’ via online reviews from proactive program members and more member-to-member live video streaming in a quest for personalisation. Programs will also see more effective loyalty cycle management so that they don’t become complacent about longstanding participants. You can read the full list of top 10 B2B loyalty program trends for by clicking here:

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They, Themselves and Your Loyalty Program - Selfies in Loyalty Programs?

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They, Themselves and Your Loyalty Program - Selfies in Loyalty Programs?

The future of loyalty programs is mobile. This mantra has been reiterated across many loyalty marketing industry trend reports. It is a mantra that clearly has face value. In fact, it is a no-brainer, as much of our life now revolves around our little handhelds. Most loyalty programs are migrating to mobile platforms, allowing their members instant access any place, any time. Being able to check your points balance, the latest reward additions or quickly swiping through a learning module in a client’s parking lot definitely ups the convenience factor. But, it does not guarantee an engaging mobile program experience. That is why a number of forward-looking brands have started to engage their members by inviting them to share their ‘must-share-moments’ with the brand and explore the face value of the mobile camera.

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5 Myths about B2B Loyalty Programs

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5 Myths about B2B Loyalty Programs

In our conversations with organizations that are assessing B2B loyalty and incentive programs, a number of negative perceptions inevitably surface.

Here are the top 5 myths about loyalty programs and our evidence as to why they simply aren’t true. 

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How enablement drives loyalty

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How enablement drives loyalty

Our research has shown greater loyalty (measured by sales and other valued added behaviours) amongst program participants who are active in enablement tasks, compared to those who are not.  In looking at correlations between those participants who have undertaken enablement tasks, versus those who have not, we have observed three traits....

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How to effectively respond to help desk queries

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How to effectively respond to help desk queries

Motivforce recently undertook a study looking at the most appropriate and effective way to respond to a B2B Loyalty Program participant’s feedback – particularly in the social media environment but with direct implications to contained environments. The results revealed that the most effective response is when help desk employees put themselves in the shoes of the customer before they respond.

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Business Partner Loyalty. 10 questions you need to consider

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Business Partner Loyalty. 10 questions you need to consider

Business Partner Loyalty. 10 questions you need to consider.

Think of yourself and your company as a Sherpa and the role you play when it comes to ensuring your business partners achieve their goals:

  • Are you prepared to help your partners navigate through challenging business conditions?
  • Do you understand their strengths and weaknesses?

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Does your B2B Loyalty program need hacking?

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Does your B2B Loyalty program need hacking?

How do we attract members to our loyalty program without having to invest hugely? How do we boost the business from acquired members that justifies the generous spend on those mid-tier members in our program? These are questions that keep C-suite executives awake at night. At Motivforce R&D we are introducing a new approach that we call loyalty hacking. What’s with the hacking you may ask?......

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Top 10 Predictions for B2B Loyalty Programs in 2017

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Top 10 Predictions for B2B Loyalty Programs in 2017

Our Loyalty Doctors have drawn up their list of Top 10 B2B Loyalty Program Trends for 2017. Augmented reality, Chatbots and cognitive computing will all enter the channel loyalty program arena; so too will sales incentives and the IOT (Internet of Things). For the full list read on..

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4 key benefits of creating the right online enablement strategy

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4 key benefits of creating the right online enablement strategy

Most companies have come to realise that offering online education modules continues to be an important driving force in establishing successful channel partner relationships. At Motivforce R&D, we often are asked to come up with a convincing business case that outlines how clients will start earning by learning, simply by making the switch to online enablement. These are the four key benefits on which we think such a case can be built:

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Incentivizing Employees vs Rewarding Teams: Which is more valuable?

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Incentivizing Employees vs Rewarding Teams: Which is more valuable?

Most loyalty marketers focus on rewarding customer or business partner behaviour. Yet, there is another important side to the loyalty coin and that is recognizing the performance of employees. There is a so-called profit chain that links employee motivation and behaviour with customer loyalty. We have witnessed an important shift when it comes to employee recognition programs; the focus is no longer on incentivizing individual employees, but on rewarding the performance of teams. 

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Brand loyalty is a team sport

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Brand loyalty is a team sport

When Leicester City won the Premiership, at the Etihad, Manchester City’s home ground, fans stayed to applaud Leicester players and manager off the pitch, despite the fact that they had just humiliated their team. This is in line with recent research that shows that single-brand loyalty is rapidly eroding in favour of multiple brand loyalty. Customers often partially defect and as a result there may be a much higher ROI in trying to increase customers’ share of spending with your brand instead of trying to maximize customer retention intentions. Brand loyalty is a team sport!

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To Bundle or Not to Bundle?

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To Bundle or Not to Bundle?

Recently one of our clients came up with the idea of running a bundle promotion.
Bundle promotions are commonly seen in our B2B loyalty space and the concept is well accepted by customers.
However, here we need to pause and remind ourselves of the purpose of running a promotion. 

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