The Heart of Loyalty Marketing - Benefits


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The heart of loyalty marketing is always benefits

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  • thanks abishek, if you need more info do let me know
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  • I spotted the difference between the two (slide no 6) .... Ubiquity! Great rules... well after reading the presentation i thought of few more which are experience from the real practical issues while designing such programs... great show... i will share with my R&R team for sure. I VOTED UP for you.
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The Heart of Loyalty Marketing - Benefits

  1. 1. How Effective Are Your Loyalty Programme Benefits? – Follow The 7 Golden Rules
  2. 2. We get carried away by marvels of loyalty technologies
  3. 3. We get carried away by look and feel of the loyalty programme
  4. 4. We get carried away by competitive activities
  5. 5. In fact…We get carried away by a successful launch of a loyalty programme
  6. 6. However take a look at the impending danger..ubiquity Credit Card Loyalty Credit Card Loyalty Programme A Programme B Can you spot the difference between these two loyalty programmes?
  7. 7. How important are the programme benefits? They are like fuel to a car
  8. 8. Customers become actively involved with loyalty programmes when ‘benefits are timely & relevant
  9. 9. 7 Golden rules of loyalty programme benefits
  10. 10. 1. Have a clear idea about types of loyalty programme benefits
  11. 11. Identify type of loyalty benefits • Loyalty • Special offers Discounts • Products • Points with limited • Cash-back Hard Benefits Soft Benefits editions Rebates • Trips to cultural • Miles events • Hard-to-get Information • Visa procurement • One-one communications • Culinary tours • Customer Communication • Access to talk Privileges shows magazines, Benefits • Free access to hotlines, newsletters etc. president’s committee
  12. 12. 2. Structure your loyalty programme benefits
  13. 13. A well defined structure goes a long way in systematic relationship building V.I.P Services Accrual/Redemption Currencies Tiers Personalised Communications
  14. 14. A well defined structure also stimulates positive customer behaviour Earnings (Points) Value Value per point 3000 $30 $0.12 5000 $50 $0.14 7000 $70 $0.16
  15. 15. 3. Design loyalty programme benefits based on customer needs and aspirations • Standard tier members earn 1 point for every $ • Premier members earn: • 3 points for every $ • Receive exclusive savings certificates • Access to dedicated ticket counters •Travel without black-out restrictions Rail Canada’s Via Preference Premier level offers carefully selected benefits
  16. 16. 4. Keep loyalty programme benefits fresh and updated Conduct member research every six months..see what benefits they prefer and what they don’t
  17. 17. 5. Use technology to personalise loyalty programme benefits Have you incorporated RFID technology to identify and delight your best customers on the spot?
  18. 18. 6. Seek constant feedback from customers on loyalty programme benefits Connect and get feedback on loyalty benefits from all channels
  19. 19. 7. And finally….Re-invest regularly in refinement and development of loyalty programme benefits
  20. 20. For further information please call: Rajeev at (6)012-6301137 or (603)-21711664 or e-mail:
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