Como criar um programa de fidelidade que se destaque da concorrência?

Here's the irony. Loyalty programs are not about loyalty. Loyalty programs give your customers additional, rational benefits to try and make them stay with you. That doesn't mean your customers are loyal. True customer loyalty is an emotional attachment. What do I mean? Think of the people you are genuinely loyal to in your life. You will probably say your family and friends. Are you loyal to them because they run a loyalty program? Do you reward them with points? So when you look at creating a 'loyalty program,' don't fool yourself. You are building loyalty, extending your offering, and going through the same motions of identifying what a customer wants, what the competition is doing, etc.

Understand the needs & pain points of the customers. Your loyalty program should identify and aim to offer a solution for the customer pain points in order to be a success.

A good way to look at it is to first segment your customers, and then apply a framework like Kano's model, on which one can compare their own program as well competitors' program. As long as you have the Basic ( I get rewarded for my actions ) and Performance ( the reward is commensurate with my actions ), you can then look at areas where you can delight your customers.

Antigamente existia o mito que programas de fidelidade eram apenas pro B2C, mas de alguns anos pra cá se entendeu que o B2B também pode ser muito positivamente impactado por esses programas. O primeiro ponto fundamental é entender os pilares mais importante pra CIA, aquilo que você precisa tracionar com o programa (indicação, uso/adoção, participação em ações de MKT) e na sequência mapear de forma consistente o que o que é permitido dentro dos clientes como contrapartida. Aqui, rodei uma pesquisa e fui surpreendida quando mais de 40% dos clientes respondeu que gostaria de KITS da minha marca, como cadernos, camisetas e etc!

Understand Your Customers: - Conduct thorough market research to understand your target audience, their preferences, and behaviors. - Identify what motivates your customers to be loyal to a brand and tailor your program accordingly.

when designing loyalty programs and engaging customers, it is very necessary to also understand the business objectives behind the program. for eg in a grocery hypermarket you may want to drive frequency and bill value of purchase in furniture, one may want to expand the rooms served in a house ( for eg bedroom , living room, kitchen etc ) In a high value jewellery, where the repeat could be limited and spread over years, attributable referral to other such customers would be important

When working with clients to design and implement customer loyalty or voice of the customer or brand ambassador programs, one of the common goals I push for with any of these initiatives is for the brand to shift control of the program to its members. When members of a loyalty or advocacy are entrusted with a greater level of control, they will take that seriously, and become more engaged to grow the program. Your most loyal customers are already engaging with other customers and promoting your brand. What you need to do is give them more tools and more ability to connect with other customers. Your most loyal customers are your best salespeople. Period. Empower them to do their job and grow your brand.

What does loyalty actually mean for your brand? Once you define that you must establish goals and action plans around creating an experience for customers that aligns with that definition. Example: If loyalty = 10+ visits, how do you encourage and incentivize a customer to come back more than 10 times? How do you bring them back if they stopped coming in regularly after 4 visits?

What we often label ‘loyalty’ is, more accurately, repeat business driven by satisfaction or convenience. Smart marketers need to drive actions to encourage second-time buyers. The second sale doesn’t have to be large - just get an additional purchase within the first 30 days of a new customer being onboarded. The defining factor of a successful 'customer loyalty' programme is, then, how well you identify patterns, test assumptions, and uncover product flaws or organisational bottlenecks for new customers and at-risk accounts.

The loyalty model, should be decided based on 1. The industry in which you operate and general customer shopping & engagement behaviour 2. What is your brand's status in the industry ( are you a new entrant, are you a hugely dominant force, or you are one among the top few ) 3. Accordingly you would define your business objectives - acquire new customers through referral, ringfence customers, get them to buy more etc Having said all that, pls remember that it is the product proposition, shopping ease and consumption experience that drives true brand loyalty. A program is an aid to understand the customer opportunity better and get an extra 5-10%, if the above holds.

Paid loyalty programs might sound counterintuitive. But it’s not. A McKinsey’s study found out that joining a paid loyalty program increases the likelihood of consumers spending more by 62%. They key is that the benefits offered must clearly surpass the associated fees.

REI has one of the best loyalty programs and members pay $25 for a lifetime membership. They prioritize purchases at REI compared to competitors and they look forward to that once-a-year bonus gift card from their prior year's purchases. Tiered loyalty works great to prompt customers to reach higher levels — like with Delta SkyMiles.

The great thing about customer loyalty programs is that they can be both the source and the endpoint of your personalization efforts. For example, your existing data on customers’ purchase history can help you estimate how many points needed to level up from Bronze to Silver tier. In this case, data helps to enhance the loyalty program. However, you can also use rewards to encourage customers to fill out surveys or write product reviews. These are great sources of zero-party data! Moreover, handing out loyalty points is always more cost-effective than giving customers a flat-out discount.

You need to be able to accurately identify your customer and perform regression testing for their persona(s). Too many systems only point to the buying centres, such as procurement or finance, and struggle to differentiate between various types of accounts - whether it's large independent franchises with multiple buying centres, companies with multiple offices trading under one name, or large accounts with multiple user entries and unlinked contracts. Within these diverse groups, distinguishing between actual customers and mere buyers is an important prerogative. Your CRM must not overlook key players such as champion users, evangelists, and advocates or the vital connection between the company, product, and users will be broken.

Essa fase é fundamental! Aqui criei um programa baseado nos pilares importantes pra empresa e naquilo que gerava valor como contrapartida pros clientes. Nos primeiros meses descobri que oferecer trials de produtos me abria um white space super qualificado para expansão, então dei prioridade para esse modelo!

One of the most important metrics to measure is customer lifecycle and employing strategies and tactics to effectively win them back. Coupons, news, free stuff, and anything you can possibly to do get them in the door is important. Even more important is that they have a wonderful experience shopping with you. That positive customer experience will retain them better than discounts will.

I would respectfully disagree that you should look for inspiration among your competitors. This would only result in similar, undifferentiated programs. Instead, I would recommend leaning into what makes your brand special, what would appeal to your specific customers, and what special assets you bring to the table (partnerships, sponsorships, EDI and ESG efforts, patented ways to delight customers, personality, etc)

Though there is no set formula for a successful loyalty program however a good loyalty program should be developed on 3 key pillars. Customer attractiveness Loyalty program is for the customers and unless it is not attractive and lucrative the adoption and acceptability would be a challenge. Have rewards and milestones which are not only attractive but attainable also. Operational effectiveness There is no point promising the customer something which you are not able to deliver. Invest in technology and infrastructure to provide sealmess fulfilment. Financial viability No business runs for charity and profit is something which every business aims for. Loyalty program should be sustainable and not put a dent on your P&L.

If we are designing a loyalty program that stands out from the competition, then let's focus on offering better rewards for program members. Most loyalty programs offer transaction-based rewards. Examples include coupons, discounts, etc. These are designed to encourage sales. Unfortunately, rewards that are transactional don't typically build loyalty to the brand, they build loyalty to the offer associated with the reward. A punch card is a perfect example of this. Once the punch card is filled and the free purchase redeemed, it's value is zero. To create more meaningful rewards that truly build loyalty, design rewards that give a deeper connection to the brand itself. Greater access to the brand, premium support, early product access.

User-Friendly Design: - Create a simple and intuitive loyalty program interface that is easy for customers to understand and navigate. A complicated or confusing program may discourage participation.