How to bring your boss on board - Loyalty Program Edition!

Can you tell me about your loyalty program? Can you really SELL me on your loyalty program?

If you’ve ever been part of a loyalty team the following questions might sound eerily familiar:

- Why is this worth it for us? 

- Do people really need it? 

- How much will it cost? 

- What additional tech will this require?

- What will be the return rate?

- Again, how much will this cost?

Are you breaking out in cold sweat already? 

I don’t blame you. There is a lot of pressure surrounding the implementation of a loyalty program from the first RFP, the testing, the integrations, etc., to the initial launch. 

It’s not just that you have to get every aspect right, it’s also the pressure of properly communicating everything both to your stakeholders and the end-users.

As Andrew Noel , Co-Founder, Managing Partner at GALE said in one of our recent Loyalty Stories podcast episodes, marketers are CONSTANTLY challenged by stakeholders about the program’s progression. If the communication isn’t clear enough if the potential benefits aren’t outlined enough, it might never leave the drawing table.

So the question is: How do you talk about your idea and showcase your proposition in a way that’s able to convince all parties, both internal and external to get on board?

I’ve recently read a quite interesting research piece, titled “How to Create a Compelling Value Proposition for Your Loyalty Program” from Halle Stern , Senior Principal, CX Analyst at Gartner .

In her work, she highlights some key elements that marketers and loyalty experts should really focus on (all of which I wholeheartedly agree with btw):

1. Personalize your communication - Talk in a way they will understand

Think of internal execs/stakeholders and future loyalty program members as 2 different customer segments.

They have different needs and different expectations. Executives care more about ROI calculation, while customers want to feel appreciated and valued through financial rewards and emotional connections.

Which means they need different approaches when selling. You need to be very clear, telling them each individually, how the program benefits them. Using a one-stop-shop approach isn’t going to cut it.

2. Get everyone on board internally - It takes a village to raise a loyalty program

You have to find a way to involve every department that needs to be involved throughout the entire process early on. Actively work with them. See their needs, pain points, and also what they can bring to the table. Getting the full picture will help you craft a truly well-rounded program proposition, which will definitely raise your chances of success.

Selling internally is no easy feat. Henry Christian is a great person to follow - he writes daily about how to navigate this field. He also shared lots of interesting insights on our podcast too.

3. It is one thing what you want, but you need to identify what your CUSTOMER wants - Aka be “customer-centric”

If I nickel for every time I heard “customer centricity” then let’s just say I’d have quite a few of them.

The point is: you do have to get down to the nitty-gritty and take time to actually figure out what YOUR customers want.

What motivates them to be loyal? What could increase their purchase frequency? What type of rewards are they looking for? Look at other industries as well, get inspired!

This part is one of the make-or-break elements of your program. Figure out what loyal customers truly want, how you will provide it for them, and clearly communicate it to them!

4. You will need numbers to be convincing - Bring data into focus

Ideas and aspirations are great, but the management and board members are going to need more than that. Work a data-centric approach into your initiative. Do your research, and choose a vendor who can provide those important customer insights. (Like our tech, Antavo AI Loyalty Cloud )

One that can support your program mechanics, communication, and the entire up-to-date, daily operation of the program (like again, our tech, ehm, Antavo AI Loyalty Cloud ). Outlining how data will be used in the delivery of the program will act as a solid foundation in the eyes of the stakeholders.

Building a business case around your loyalty program is a big task. These are partners I can truly recommend. 

5. Tell people how you’re going to tell people - Right way, right time, right place

A comms strategy should make up a crucial part of your proposition. Having done your research on your audience, you should already know which platforms they use. Which in turn tells you how and where to reach them.

If you think of email as your sole comms channel, you might need to go back and think a bit more. While email is easy and cheap, there are other tools - sms, push (in case it’s an app).

Also! Don’t forget social media, it’s not just a place, where cat memes live, but a business platform where creators can be your messengers.

As I’ve said I truly agree with everything Halle Stern writes about. Speaking and presenting in a clear and understandable way is so important. 

Most people don’t care about the fluff, they care about the bottom line. They care about why something is worth their time and money.

I’m curious have you ever crafted a loyalty program proposition from zero? What aspects did you highlight?

Please share in the comments!