Customers today expect that brands not only provide products and services but also superior differentiated experiences.
They are also willing to hand over personal data and information if it means they get special treatment. Of course, trust in the brand is important.
On their part, marketers are on a quest for customers who will love and trust them and be their advocates. An effective loyalty programme can therefore create a win-win situation for both parties.
While companies often invest in technology platforms that help them get the initial traction on building customer loyalty, they often find the benefits plateauing over time if they are not augmented by the right services that can help them get the most from the solution in terms of using the platform optimally and leveraging the data to get powerful customer insights.
When well understood, data helps unravels stories that can then translate into greater returns for customers. Therefore, an effective loyalty solution is one that gathers the data trail of what customers share and allow marketers to give back what they seek. In turn, this helps brands deliver on the high bar that customers set when it comes to expectations from brands.
Ensuring that your loyalty program is truly equipped to deliver adequate insights and engagement in exchange for data is crucial.