A new year is just around the corner and now is the time to take stock in your loyalty program, critique what’s working well and what isn’t and ultimately make changes that will keep your program feeling shiny and new. Here are a few items worth considering as you plan ahead for 2013.
If social media isn’t already a part of your loyalty program, now is the time to take a good look at how social media channels fit in to your overall program. Think about all the ways it can enhance your program and create opportunities for customer engagement. Take a look at how your core customer already uses social mediaand look for a natural fit with your brand.
Freshen Your Look
Sure, there is something to be said for keeping a consistent look and feel to your program, but that doesn’t mean that it should stay stagnant. Every year, you can polish things up, add new elements or fine-tune your program’s color palette. If your program is undergoing major changes to its structure or prizes, then a new look can help communicate your new program’s new offerings and help grow excitement, and ultimately, engagement. If you’re reissuing cards, a new look can help re-engage customers in the program as well.
If your program resets at the end of the year, then make a final push to re-activate inactive members before the end of the year. You won’t feel so bad bidding them farewell once 2013 hits and you and you can reinvest those dollars you would have spent marketing to them on enticing new members who are better suited to one of your more valuable customer tiers.
Revisit the Bottom Line
There are plenty of reasons why your plan this last year isn’t quite measuring up how you hoped. Whether your program returned lackluster results, or it soared with out of the stratosphere, you will likely need to adjust your plans for 2013. Step back, review your program goals and look at where you’re going to go this next year.
Try Something New
You already have a solid program base. Your members know how things work. Now is the time when you can experiment a little bit to see what hits the right nerve with customers. Perhaps it’s a new benefit, or something just for members that says “thank you.” Test the waters to see what sparks some new life into your program.
It’s Not the Destination
The key to optimizing program performance is to keep an open mind and be willing to try something new and different. Since loyalty programs are now so commonplace, it’s important to be diligent in keeping yours fresh and relevant. Use customer feedback as well as purchase behavior to test, refine strategy and freshen creative. Maintain the attitude that you’re on a journey of continuous testing and refinement to constantly improve the customer experience and build profitable customer relationships.
Not sure where to start in revamping your program? Let the experts at Customer Insight Group help with a comprehensive Loyalty Audit that can shed light on where you can make improvements that will help you reach your business objectives.
Filed under: Loyalty Marketing