Our tips to increase customers’ engagement in a loyalty programme (Part 2)

Mathilde Cerdan, Loyalty Proposition Marketing Manager
07 December 2015

In today’s world of intense communication, for example via a constant flow of push notifications, customers become more and more careful before getting engaged in a loyalty programme. Before gaining their trust, any loyalty programme provider needs to prove the value and differentiation they bring compared to other players.

This is the second part of our  tips to increase customers’ engagement in a loyalty programme. Find the first part of the article here.

3. Being up-front

A research conducted by Statistic Brain (http://www.statisticbrain.com/attention-span-statistics/) shows that the average attention time of consumers have considerably decreased with all the ads coming their way, it has been estimated to 8.25 seconds in 2015, when it was 12 seconds back in 2000.

Every word counts to convince customers to engage in a loyalty programme, especially in today’ society where ads and promotional messages are everywhere. Consumers need to understand in a minimum amount of time what you are talking about and why they should engage.

To engage with customers, it is necessary to:

  • Speak the same language
  • Know what you want to say - tell the audience what you are communicating about
  • Be clear, concise, and straight to the point

This is exactly how you will gain your customers’ engagement and provoke their curiosity. 

4. Gaining trust

The Nielsen “Global survey of trust in advertising” (http://www.nielsen.com/uk/en/press-room/2015/consumer-trust-in-traditional-advertising-declines-in-uk-while-a-recommendation-from-friends-remains-most-credible.html) showed in 2015 that 81% of British consumers trust word-of-mouth recommendations from friends and family.

This is how is built another side of the loyalty programme’s marketing strategy: The word of mouth.

The word of mouth is the long-term cost-effective mean of communication:  by making sure customers are satisfied and their experience was a success at every point of interaction, they will surely recommend your programme.

 To ensure customers talk about your loyalty programme and spread the word, follow these basic steps:

  • Create a community where people can share their experience
  • Include call to actions in all your communications
  • Empower your staff to ensure a superior customer experience
  • Conduct “Voice of the Customers” surveys to evaluate their satisfaction and let them express their feelings about your programme

Catch the customers’ attention with communications or offers, and make sure that they will read future messages and come back. By making customers feel cherished, they will become highly valuable when referring the programme to their relations.

5. Being digital

The “Customer engagement and today’s consumer” survey (http://www.startek.com/news/customer-engagement-todays-consumer)shows that 72% of customers only want to engage with the brand when they comment on social media channels. 

Consumers’ time staring at mobiles now accounts for 23% of all time spent in front of any type of media. Cross channel optimization is essential!

Every interaction should be a successful and unique experience for customers. It is important to prove the audience you know what they expect.
For example:

  • The user experience is very important and different from a device to another – it has to be perfect from every point of interaction and reach the customers’ expectations
  • Customers’ perception varies a lot from a video advertisement to a promotional message on the social media – it is mandatory to adapt the content depending on which channel you are communicating
  • Customers need to receive the right offers at the right time through the right digital channel

 You must understand your customers’ behaviour and adapt the communications depending on what they will be focusing on, what will be their journey on which digital channels.