¿Cómo utiliza CRM para identificar y recompensar a sus clientes más leales y rentables?

Lotalty professionals have to work on a Multi-dimensional landscape to identify and prioritize the most valuable customers, optimizing their retention and engagement strategies. Revenue : Basis customer purchase history identify those with the highest lifetime value. Frequency: Monitor how often customers transact with your brand. Vintage: How long the customer has been transacting with your brand highlighting long-standing loyalty. Channel Preferences: Customers using direct channel like website and app. Referral: Identify customers who refer others showcases loyalty. Positive Social Sentiment: Customers talking positively about your brand on social platforms.

The best loyalty programs are launched with a product mindset, not a project mindset. Thinking big picture from the start is important. Customer segmentation is a good idea, but looking at the CRM and considering the goals of the business is not enough. There also has to be conversations with customers. The CRM is a great starting point for determining which customers to talk to. Using CRM data you can find common patterns, talk to those people, and figure out why exactly they chose your company. E.G. Why are they a frequent customer who buys on Mondays? What is the JTBD? You can then use CRM data to find similar customer segments and test using your loyalty program to reward those customers based on a persona rather than siloed metrics.

Utilize CRM data to understand individual preferences. Netflix segments its users based on their viewing behavior, curating personalized recommendations and content. This targeted approach keeps users engaged and loyal. CRM can track customer feedback and engagement levels. For instance, Starbucks uses its loyalty program to collect feedback and engagement data. By analyzing these interactions, they tailor rewards and incentives, keeping customers engaged and loyal. Keep in mind to continuously update and refine segments. For example, e-commerce giant Shopify uses CRM data to dynamically segment customers based on recent activity and purchases. This allows them to constantly adjust marketing and engagement strategies for better results.

I have used segmentation models successfully in marketing and deploying the sales force. Using recency, frequency, monetary value and number of product categories bought, we could rank customers in quintiles or deciles (e.g., 5 is highest in quintile approach.) We developed activation (high recency, low frequency and monetary values), retention (high values in all dimensions), reactivation (low recency, but high frequency and monetary value), cross sell (high values in recency, frequency, monetary value, but low product categories) strategies.

Yet again AI can get the answer "oh so right," and yet is still be "oh so wrong." Sadly, while AI can get the answer right in the first paragraph, it doesn't do enough in this article to discuss HOW to "collect, analytize and leverage customer data" using a CRM as part of a larger engagement architecture. If you want to do this right, start with understanding what kind of customer data you can collect and capture in your CRM. Then evaluate whether this data alone is enough to effect the right levels of analysis to make effective decisions. Next, consider whether your data collection is timely enough to allow for the real-time experience and personalization demanded by modern consumers. Finally, you can start to think about everything else.

With the help of a tiered loyalty program, you can segment your customer base more effectively, by monitoring and analyzing member activities and interests. You can improve the customer experience they provide and create highly-targeted communication. Also, customers will feel that the brand looks after them. You can create a separate secret tier specifically for influencers and brand ambassadors. This will make it easier for you to manage the loyalty program and provide ambassadors with special rewards and benefits. By implementing a hidden tier in your loyalty program, you can also differentiate between your customers and easily segment your most valuable audience. This will help you offer them the best rewards of all.

Loyalty tiers are not just about the rewards. They're about the experience. The highest tier shouldn't just offer discounts or free shipping. It should feel like an elite club. Think early access to products, VIP customer service, or invitation to a company event. These experiences create emotional connections, turning customers into brand ambassadors. From my experience, the key to a successful loyalty program lies in its execution. The tiers must be attainable yet aspirational, and the rewards should resonate with your customer base. Use your CRM data not just to assign points, but to understand what truly motivates your customers. This insight allows you to craft a program that's not just rewarding, but also deeply engaging.

Imagine welcoming a new customer with a customized email, extending a heartfelt birthday offer to a loyal patron, or enticing a satisfied customer to spread the word through a referral request. These targeted interactions not only enhance the overall customer experience but also foster long-term loyalty and retention. Incorporating CRM automation into your loyalty strategy streamlines operations while ensuring each customer feels valued and appreciated, ultimately driving sustainable growth and success for your loyalty program.

Imagine effortlessly accessing a 360-degree perspective of customer interactions, behaviors, and preferences across all touchpoints. This unified approach allows you to deliver a seamless and personalized loyalty experience, ensuring consistency and relevance at every stage of the customer journey. Moreover, integrating your loyalty program with third-party apps and partners, such as social media and payment providers, amplifies your program's reach and impact. Collaborating with strategic partners enhances engagement opportunities while unlocking new avenues for customer rewards and incentives.

Think beyond conventional loyalty structures. Experiment with gamification, subscription models, or community-driven initiatives to set your program apart. These innovative approaches not only capture attention but also foster deeper connections with your brand. Moreover, consider incorporating social impact initiatives into your loyalty strategy. Aligning your program with meaningful causes not only resonates with customers but also cultivates a sense of purpose and belonging.

Key here is to provide an actual meaningful reward that customers will enjoy and talk about. Working with a specialist reward agency will provide insight on what customers really want and a process for getting rewards at a cost significantly lower than their value point.