Comment concevriez-vous un programme de fidélité pour fidéliser les clients qui changent fréquemment de marque ?

focus on flexibility and personalization. Start by offering tiered rewards based on engagement rather than purchase frequency, allowing customers to accumulate points through various interactions like sharing on social media or providing feedback. Incorporate a points redemption system that offers diverse options, including discounts, exclusive products, or experiences. Utilize data analytics to tailor offers to individual preferences, creating a sense of uniqueness. Regularly communicate with personalized messages and updates on new rewards. Lastly, create a community aspect, encouraging customers to share their experiences, which can enhance brand attachment and reduce the temptation to switch.

To design a loyalty program for customers who frequently switch brands, consider these key steps: 1. Understand customer needs and preferences. 2. Offer personalized rewards and discounts. 3. Implement a points-based system for purchases. 4. Create tiered memberships with increasing benefits. 5. Organize special events and promotions for loyal customers. 6. Surprise customers with unexpected rewards. 7. Engage customers through interactive activities. 8. Provide a seamless multi-channel experience. 9. Collect feedback and make continuous improvements. 10. Analyze performance and adjust the program as needed. By following these steps, you can create an effective loyalty program to retain customers who typically switch brands.

Before designing a loyalty program, understanding why customers switch brands is crucial. It can be any of the following reasons - 1. Price 2. Product Quality or Innovation 3. Customer Service 4. Convenience 5. Brand Image

To design an effective loyalty program, understand why customers switch brands. Is it price sensitivity, desire for variety, or dissatisfaction? Use surveys and focus groups for insights. Align rewards with what customers value. Address their reasons for switching and offer compelling solutions to encourage loyalty.

One thing I've found helpful in understanding customer needs is to look beyond explicit feedback. In my experience, analyzing customer support interactions and social media sentiment can uncover unspoken pain points. For example, a client discovered that 30% of their brand-switchers were frustrated by long wait times, a factor not mentioned in surveys.

To attract brand-switchers, focus on perceived value. Offer tangible benefits like discounts, exclusive sales access, or cash-back rewards. Clearly communicate your program's benefits to outshine competitors, fostering loyalty and emotional connection to your brand.

Focus on Value Demonstration, for example 1. "Discovery Days" with Bonus Points: Dedicate specific days where customers earn double or triple points for trying new products. This incentivizes exploration and showcases the value proposition of your product range. 2. Personalized Product Showcases: Use purchase history and loyalty program data to recommend complementary products and offer targeted point multipliers for them. This highlights the breadth of your offerings and encourages a complete solution purchase. 3. "Review & Earn" System: Award bonus points for product reviews, particularly those comparing your product favourably to competitors. This leverages customer voices to showcase product value and encourages social proof.

There's a saying in fundraising: "Ask for money if you want advice, ask for advice if you want money." People are more loyal to their own ventures than others' -- that's just human nature. So invite them into your company's challenges, genuinely get their advice on how to grow, and you'll see them be loyal - not to you but to the company they're now personally helping build.

Un programa de fidelización debe estar revisando permanentemente la percepción de valor y satisfacción de los clientes sobre los incentivos tangibles y emocionales que tienen los clientes. Debe tenerse un protocolo de innovación dinámico sobre nuevos incentivos, alianzas cruzadas y nuevas experiencias para estar introduciendo novedades gradualmente, nunca esperar los problemas sino más bien sorprender a los clientes adelantándonos a sus expectativas

Ditch the rigid tiers (bronze, silver, gold) that can feel exclusionary. Instead, reward all customers according to their purchases. It will foster a more inclusive sentiment among customers. Offer a points system but with a variety of ways to redeem them. This caters to different preferences. Examples: discounts on future purchases, free products, charitable donations in their name, and extended warranties.

Personalization is key to retaining customers. Use data analytics to track preferences and tailor your loyalty program. Offer specialized discounts or early access based on purchasing patterns. This increases program value and strengthens brand commitment.

Todo programa de fidelización de clientes debe contar con una robusta arquitectura de diseño en su CRM que le permita a la gerencia poder alimentar los perfiles de los miembros al programa con todas las posibles variables de su comportamiento de compras, interacciones y feedback para poder personalizar recompensas e incentivos que catalizen una mejor experiencia de los clientes.

Award points for things beyond just buying. Points for reviews, social media engagement, referring friends, or completing surveys keep them engaged. Design a system where points accumulate quickly, even for small purchases. This incentivizes them to return sooner rather than later. Reward them for exploring your product range by offering bonus points for buying new items.

"Es injusto tratar bien a todos los clientes en un programa de lealtad...los mejores clientes siempre deben ser tratados VIP. El nivel de exclusividad debe ser un nivel aspiraciones permanente en nuestro programa de fidelización a donde todos quieran llegar a estar y a donde sabes que tendrás a tus mejores clientes con accesos exclusivos.

Invite for exclusive product launches, offer early access to sales, or members-only discounts to create a sense of belonging.

Design a loyalty program to retain brand-switching customers by focusing on regular engagement. Offer personalized rewards and exclusive offers based on their preferences and purchase history. Create a points system where customers earn rewards for each purchase, encouraging repeat business. Utilize email and social media to keep customers informed about new products, special promotions, and events. Incorporate feedback mechanisms to continuously improve the program. Regular engagement through a well-structured loyalty program fosters a sense of belonging and encourages brand loyalty, reducing the likelihood of switching.

"Lo que no se mide no puede mejorarse y entonces se deteriora", tener métricas de diferentes niveles que permitan a la gerencia visualizar el cumplimiento básico del programa, las oportunidades para personalizar recompensas y más que nada los niveles de interacción y satisfacción de los clientes con el programa.

Data !
You must measure customer's usage and engagement.
Usage = "Is the feature/benefit/perk used and by who" Engagement = "how long, how much, how frequently does this customer use it". First, you assess : The cost of each perk Segment your customers by how much they cost and how much they bring in, The impact of usage and engagement on Loyalty, A proxy for loyalty can be re-purchase rate, retention rate, ... Second, you can take educated decisions such as: Eliminate perks too expensive or w/o effect on loyalty, Focus communication on most used or most cost effective perks, Move perks between the different tiers of the loyalty program, Add new perks... Finally, make sure you identify customer at every touch point to get more data.

loyalty programs are designed to encourage repeat customers business & retain them. customers choose to switch when their needs are not fulfilled & loyalty programs are not worth enough. if the below points are taken care off then customer retention can be improved - Ensure the merchandise is as per the on going trends - always keep surprising your customers - engage them periodically & make your customers feel important - design loyalty programs which encourages customers to comeback again & again

La medicion de experiencia es vital previo a la.implementación de un programa de fidelización, la experiencia es lo que dtermina si el cliente nos volverá a comprar y si nos vuelve a comprar podemos trabajar para convertirnlo en un cliente fiel, saber lo que opinan los clientes de nuestros productos y servicios , si estan dispuestos a recomendarnos por ejemplo, nos facilita incorporarlo a un programa de fidelizacion.