21 Oct 2019
Redemption What customers really expect and How to get there
Global - Americas - APAC - Europe - MEAI
Redemption is key to loyalty. Redemption is directly linked to emotions, engagement, commitment, advocacy, and so much more. But what does it take to reach what customers really expect?
From our recent research, we see that the biggest barrier to engagement in a loyalty programme is to be unable to redeem. Customers are excited if they do, and seriously frustrated when they can’t. You, as a brand, have to let them have an experience (redemption) to make them love you and rate you. Programmes that make it difficult to use rewards or have non-relevant rewards are rated as bad… So, unless customers experience redemption, they don’t rate the programme.
Burning drives Earning and Excitement. Members who redeem go on to earn more points with brands than those who do not.
So, what could eventually stop redemption from the customers’ point of view?
Our research reveals two main blockers: “I have to spend too much” and “I don’t get enough rewards”. Where you might think these two are the ...