Trend 3 - EDI - Equality, Diversity, Inclusiveness - Top 5 B2B Loyalty Marketing Trends for 2022

Our Top 5 B2B Loyalty Marketing Trends for 2022 

By Ko de Ruyter, Debbie Keeling and David Cox, the Loyalty Doctors

Trend No.3 - EDI-focused member experience

It goes without saying that we are all embarking on an era in which we will have to learn to live with the virus, its aftermath and an uncertain return to a different normal. How will that impact on loyalty programs in 2022?

Here’s the third of our five predictions for the coming year, with actionable advice from our loyalty doctors.

3. Deliver on an EDI-focused member experience

EDI has entered the world of business and loyalty programs are certainly no exception. Today, no program can be designed without the principles of equality, diversity and inclusiveness in mind. 

The large majority of members have a wider interest in the way programs are designed, one that goes beyond the maximization of point earning and sales quota. They expect programs to deliver on the principles of an EDI-focused member experience, one that is in sync with the changing make-up of a program’s member population, in terms of diversity in gender, ethnicity, physical and mental abilities and sexual orientation.

Research is showing that brands with a strong EDI performance are more competitive and more popular with customers. So, when considering the use of voice technology, make EDI part of the business case, as it will enable you to offer a member experience that caters to the needs of those members with visual impairments, for example. Similarly, the convenience of 24-hour support and a planned last mile of the customer journey will better align with those members who have to balance caring responsibilities with work. 

Members will expect you to do more than just adapt your program. They will anticipate that you play an authentically leading role in addressing current EDI challenges in their industry, and in relationships with their customers. 

• Contribute to the debate on social inequality in manufacturing and be a thought leader in how to address this, 

• Spotlight the diversity of your member population through featured personal interest comms, 

• Design reward schemes around net zero and renewable energy sources, 

• Audit your comms systematically from an EDI perspective through text and visual analytics, 

• Make sure that your reward portfolio is ethically licensed and discuss privacy issues and violations in your program in an open and transparent manner.