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Customer Loyalty

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Today’s economy is rife with competing
markets. Industries hobbled by the recession
are picking up steam again, turning our
business world into one in which companies
need to rise to the top faster than everyone
else. One of the best ways you can distinguish
yourself from your competition is by sweeping
customers off their feet. How can you do this?
By understanding what your customers want
and how to best communicate with them.

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Think of customer services the
same way you think about
any serious, long-term
commitment: sometimes you
have to sit down and have
“the talk” about where your
relationship is going.

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Click to edit Master title styleEvery customer base is different and must be handled according to their
unique needs. As a manufacturer, your customers may include dealers and
distributors along with contractors and end-consumers. In channel sales,
each member has their own individual or organizational goals. Although
specific needs and desires vary from customer to customer, they share
many “commitment issues” common in today’s society. Incentive programs
act as the “relationship therapy” tool you need to overcome these common
customer issues:
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Most households these days are crunched for
time. In 2014, CNN reported that Americans took
less vacation time than they have in decades.
Time has become a valuable commodity in our
culture, causing people to gravitate toward time-
saving options like mobile apps, online
communication, and automated self-service.
People want to take care of their own needs, on
their own schedule, whenever they can (Kumar,
V., Reinartz, W., 2012).
1. “I just don’t have time for you right now.”
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Lack of time also means that
customers—be they dealers,
distributors, contractors or end-
consumers—aren’t educating
themselves on your products. For
industries like HVAC and
automotive, aftermarket services
like upgrade and replacement parts
demand continuing product
knowledge after the initial sale.
I just don’t have time for you right now.”
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Click to edit Master title styleIncentive programs can help consolidate yours and your customers’ time.
Companies offer their incentives programs through online software that
can be integrated with your company website, so that it fits in seamlessly
with your website’s design and wireframes. Programs can be accessed
online or through a Mobile App module. This saves time, allowing
participants to log into whenever they want. You can use a Channel Sales
program to reward distributors, dealers, and contractors for pushing your
product, then your participants can enter sales claims instantaneously with
a Performance Tracking module.
The solution to “I just don’t have
time for you right now.”
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Participants can also earn rewards by
taking quizzes and surveys through a
Learn and Earn Module, making it
worth their time to spend a few
moments educating themselves on your
products. These features automate the
sales claims reward process into an
easy, 24/7 medium.
The solution to “I just don’t have time for you
right now.” Continued
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Social media has become more than just a way to waste time looking at
friends’ cat pictures on Facebook. People stay in contact with long-
distance relations, read feeds from news sites, and track the activity of
their favorite brands. With global access to opinions, word of mouth is an
even more widely-used method of product and service recommendation.
People often investigate business and make their decisions based on
Google Plus, Yelp, and Glassdoor reviews. If your brand has no social
media presence, or isn’t interactive enough with potential clients online, it
could cost you new business.
2. “I found someone more interesting through
social media.”
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The solution to “I found someone more
interesting through social media.”
The social media aspects of an online reward program
opens up communication routes between you and those in
your sales channel. You can allow sales teams to access a
ranking system via the Leader Board module, or allow Open
Enrollment so that anyone involved in the movement of
your product can register for awards. This gives your
customers the information, control, and choice that make
social media so popular in our culture.
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Click to edit Master title styleAccording to a 2011 AMP Agency study, only
4% of people between the ages of 25 and
49 said they were brand-loyal (Kumar, V.,
Reinartz, W., 2012). Since then, information
availability and brand choice have only
continued to increase. Dealers,
distributors, and contractors are constantly
asking themselves, “Why should I go into
business with this particular
manufacturer?” The brands that stand out
to them are those that are transparent and
trustworthy.
3. “I’m just not that into you.”
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Click to edit Master title styleWith a Business-to-Business (B2B) Customer
Loyalty program, you can inspire B2B
partners to continue doing business with you
by rewarding them for ongoing purchases.
When they receive recognition and rewards
for promoting your brand, they know you are
interested in a mutually lucrative
partnership, not just silent exchanges and
endless product pushing. Passing along the
rewards of increased sales shows off a spirit
of openness and collaboration.
The solution to ”I’m just not that into you.”
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Click to edit Master title styleWith these things in mind, you have an idea of what a potential customer
or business partner expects from you and in which direction your
relationship needs to be headed. It’s up to you to push the relationship to
that ideal, cozy place where you’re both benefitting. After consulting with
an incentive program provider like Incentive Solutions, you can address
time poverty, social media, and loyalty challenges with a single platform.
As Steve Damerow, CEO of Incentive Solutions, advises, “Thank your best
customers to keep competitors away. Customer loyalty rewards are like
insurance for your efforts as an organization. If you don’t buy the
insurance, you pay the price.”
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Today’s customers can be challenging for
manufacturers to romance. They are busy,
swamped in information, and they have many
suitors to choose from. The best way to win
their attention is to listen to their concerns,
understand their needs, and find ways to
facilitate an exchange of communication and
appreciation. Incentive programs can help
you woo customers and B2B partners with
easy-to-use, online interfaces and engaging,
informative features.
Conclusion
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