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The (Ugly) Truth of the Loyalty Point Program: What Marketers Say VS What Customers Hear

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The loyalty point program is largely adopted by marketers and customers, but are you sure your customers see it the same way as you do? Come and find out how “what marketers say” could be different from “what customers hear” as well as the truth behind it!

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Published in: Marketing
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The (Ugly) Truth of the Loyalty Point Program: What Marketers Say VS What Customers Hear

  1. TRUTH THE OF THE LOYALTY POINT PROGRAM (UGLY) What Marketers Say What Customers Hear VS
  2. NICESKY AIR WITH The traditional loyalty program scopes around deferred gratification; slow accumulation of points leading to large redemption events.
  3. Nowadays, several big brands implement a “points ubiquity” approach; making the program broader and increasing the number of collection points. ICY NICESKY AIR WITH icy
  4. Nowadays, several big brands implement a “points ubiquity” approach; making the program broader and increasing the number of collection points. ICY NICESKY AIR WITH icy BUT DOES IT REALLY CREATE CUSTOMER LOYALTY?
  5. 1The Points Accumulation TRUTH (UGLY)
  6. Give customers MORE WAYS to accumulate points What marketers say: “ icy
  7. So you can get to the redemption point faster. Give customers MORE WAYS to accumulate points What marketers say: “ icy
  8. icy Give customers more ways to ACCUMULATE points What customers hear: ”
  9. icy Give customers more ways to ACCUMULATE points What customers hear: ” I don’t have to buy from you to get points.
  10. ... there’ll no longer be a strong bond between your brand and the customers. If most points are earned outside at the partners network, ... TRUTH (UGLY) 1
  11. 2THE REWARDS TRUTH (UGLY)
  12. NICESKY AIR WITH icy Earn a lot of points and get BIG rewards What marketers say: “
  13. NICESKY AIR WITH icy Buy from us and our partners to collect a lot of points and redeem big rewards. Earn a lot of points and get BIG rewards What marketers say: “ NICESKY AIR WITH
  14. icy MyCoffee Earn a lot of points and get BIG rewards What customers hear: ”
  15. icy MyCoffee Forget the big rewards. It’ll take me forever to get them. Earn a lot of points and get BIG rewards What customers hear: ”
  16. ...even though the rewards are big. Geared towards the heavy buyers, the long tailed points program causes the less heavy buyers to lose their interest in reaching the redemption points, ... TRUTH (UGLY) 2
  17. TRUTH (UGLY) Loyalty The
  18. Stay with OUR LOYALTY PROGRAM and you’ll get privileges What marketers say: “ NICESKY AIR
  19. NICESKY AIR NICESKY AIR Stay with OUR LOYALTY PROGRAM and you’ll get privileges What marketers say: “ Our loyalty program offers great privileges through our brand and partners network. icy
  20. Stay with our loyalty program and you’ll get PRIVILEGES What customers hear: ”
  21. It’s cool to be a member of your loyalty program. Stay with our loyalty program and you’ll get PRIVILEGES What customers hear: ”
  22. ...keep their membership for the status, not the brand loyalty. Many members of big loyalty programs, especially the Frequent Flyer programs, ... TRUTH (UGLY) 3
  23. icy The “points ubiquity” approach, instead of driving more loyalty towards the brand, turns the loyalty program into merely a points exchange scheme… which doesn’t create true customer loyalty.
  24. Want to see more details in motion Get social with us at: Watch the full video of Common misconceptions of loyalty program by Regan Yan here www.digitalalchemy.asia ? Visit our blog www.digitalalchemy.asia/blog

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