Weclome to a guest blog by Andrew Dorn, Director of Marketing Channels at RedPoint Global, a proud partner of Bond Brand Loyalty.
Loyalty programs have become extremely popular in recent years, and for good reason. Providing rewards to repeat customers is a good way to get them to keep coming back. But that’s not the whole story. To truly engage consumers and keep them loyal to your brand, you need a comprehensive strategy that centers around understanding customer behaviors, preferences, and interaction histories. Only once you have built and implemented this customer engagement strategy you can be confident of driving greater retention and loyalty over time.Constructing such a customer engagement strategy is no easy feat, especially one encompassing all the ways consumers interact with your brand. This is particularly true in light of increased consumer expectations for an individualized experience. Customers want you to know them across channels and provide contextually relevant offers and messages regardless of where they interact. As you seek ways to achieve this, there are a few truths about customer engagement you need to understand first:
The omnichannel customer expects to have relevant interactions with your brand all the time, regardless of which channel they engage through and what time of day it is. If you truly want to improve the results in your loyalty program, then you need to understand this and develop a customer engagement strategy to match the reality of the connected consumer’s behaviors, preferences, and interaction history. Only then will you be able to survive and thrive in an increasingly competitive marketplace.