Engaging Brand Loyalty/
Reward Programs
Loyalty programs are essentially marketing strategies that incentivize customers to return
and aim to increase company revenue on the long-term. In reality, few such endeavors actually retain customers,
as they fail to bring real value to consumers and are oftentimes a copycat of competitors’ loyalty programs.
In a saturated market, personalized loyalty or reward programs are paramount.
Let’s take a look at the neuro-powered solution we propose.
Loyalty Programs Stages
1. The Neuro-Research Stage
The neuro-powered research layer uses Effort Assessment Score, in-depth interviews, Implicit Association Testing and a declarative questionnaire to asses:
Your customers’ buying patterns, usage behaviors, engagement drivers and detractors across their journeys.
Each moment of interaction with your brand, product or service contributes to the customer experience and impacts retention. Touchpoints that bring unnecessary friction to the journey are huge detractors of the customer experience. Oftentimes, companies are not aware of that friction, as touchpoints or processes are designed to make it easy for the company, not for the customers. That is why measuring Customer Effort and identifying those interactions where friction is high are so important in improving customer experience and building loyalty.
Understand customers’ perceptions regarding the rewards and the added value that the loyalty program benefits bring.
Regardless whether the rewards are financial or non-financial, if they don’t bring real value to customers, they fail to motivate them to become repeat buyers. Therefore, the program fails to meet its objective, of building long-term loyalty among customers.
2. The Strategic Communication Stage
The research stage provides us with deep customer insights that are vital to building an efficient loyalty program and an impactful communication strategy. Whether you are looking to improve a current loyalty program or to design a new one, by the end of this stage, our team knows exactly what rewards motivate different customer segments, what benefits should be communicated to whom and the best channels to reach your audience.
3. The Creative Execution Stage
Develops the communication campaign’s key messages, creative visuals and other ancillary materials to support the communication strategy. Implements the communication on each channel outlined in the media mix.
That highlights the friction points across their journeys and provides actionable insights to reduce effort and improve customer experience. That offers customers valuable and engaging rewards. That nudges customers into buying more and reinforces repeat purchase, gradually building long-term loyalty and brand engagement.
Outcome
An accurate
customer interaction map
An efficient loyalty program
A communication strategy
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