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Changing the Loyalty Program Conversation

Dec 22, 2014

Written by: Mark Pearson
(View Author Bio)

 The programs that "get it right" and earn genuine loyalty don't just repurpose an old tactical model or copy the competition.

 

 

 

 

 

 

Overview

At BI WORLDWIDE Canada, we use the principles of behavioural economics to create the best engagement strategies on the planet. We work with expert academics who advise us on the latest research on human behaviour, engagement and decision-making. We use non-cash rewards and recognition to engage and motivate employees and sales teams.

The current loyalty program environment is challenging but rife with opportunity. Many poorly designed programs are driving loyalty fatigue and mercenary loyalty (paying for loyalty). However, there are more loyalty memberships than ever before and those companies that are successful in driving engagement and true loyalty are experiencing significant returns.

The programs that "get it right" and earn genuine loyalty don't just repurpose an old tactical model or copy the competition – they are unique and create or reinforce differentiation in the marketplace. The best place to start is by changing the conversation from loyalty to lifecycle – identifying the critical touch points and behaviours that drive true loyalty.

The Customer Lifecycle

The customer lifecycle differs by industry, client, brand, product or service and even customer segment. It can be complex and is not always linear. In general, however, the customer lifecycle is comprised of four stages.

ACQUIRE

The acquire stage focuses on driving awareness, consideration and trial. While loyalty programs traditionally kick in after acquisition, the critical seeds of loyalty are planted in this stage. Additionally, loyalty programs are often leveraged as a value-added benefit to drive acquisition.

 

 

Customer lifecycle differs by industry, client, brand, product or service and even customer segment. It can be complex and is not always linear. In general, however, the customer lifecycle is comprised of four stages. Download Now

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Mark Pearson

Vice President Loyalty
Customer Engagement Group

Mark is responsible for multi-channel marketing strategy and solution design. He applies expertise in customer lifecycle, loyalty and interactive marketing to develop programs that leverage behavioural economics and gamification to drive engagement and targeted behaviors. Most programs are deployed online via responsive design, often incorporating social media extension and sales channel integration. Mark has more than 25 years of experience, a BA in English from Gustavus and an MBA in Marketing from St. Thomas.

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