When Loyalty Programs Fail: 6 Pitfalls You To Avoid

Mistake 1: Thinking all loyalty technology providers are the same
When it comes to loyalty platform vendors, one size does not fit all. Besides basic differences like price and experience, every vendor likely has a particular specialty or area of expertise, as well as differing levels of customisation available. Understanding the over-arching differences between vendor categories can help you narrow down the vast list of possibilities to those that most closely align with your company’s needs.
Mistake 2: Not fully researching your customers
Most loyalty marketers incorporate periodic customer feedback into their plans. But when you’re trying to develop new benefits or program features, the traditional quantitative survey may be too limiting. Often, it’s an issue of simply not asking the right questions or inadvertently skewing response by providing limited answer options. And then there’s the fact that customers always want that 100 percent discount, which makes it difficult to get truly good feedback on value-oriented benefit suggestions.
Mistake 3: Copying the competition
When establishing or revamping your loyalty program, you may be tempted to look at what your competition is doing and follow their lead. But that could set up your program for failure.
First, you can’t simply assume that what the competition is doing is working. For all you know, it’s a failing test program that they’re about to abandon. Or it could be a flawed program that continues to run — despite lackluster results — because it’s the CEO’s pet project. Maybe it’s a great program for the company, but simply the wrong type of program for your business — or, more importantly, for your customers.
Mistake 4: Taking reward selection lightly
Like the structure of your loyalty program itself, your rewards shouldn’t just be hand-me-downs from the competition. Nor should they simply reflect your personal favorite perks. When you randomly choose incentives, you’re taking a shot in the dark that those rewards will motivate members to take action, keep coming back and stay passionate about your brand.
Mistake 5: Leaving operations out of the loop
Imagine this scenario: You’ve poured blood, sweat and tears into creating the most perfect loyalty program possible. Kick-off celebrations are planned, and you can’t wait to flip that final switch on implementation in a few short weeks. But then Operations raises a red flag, and suddenly your scheduled launch date is at risk.
Mistake 6: Overestimating your customers’ loyalty
When it comes to loyalty, best customers are more cat than dog. Think about it: A good dog is unabashedly loyal and wants nothing more than to spend all day, every day with you. Cats, on the other hand, tend to be a little stingier with their affection. Sure, they’re loyal and loving, but it’s on their terms, in their time.
When Loyalty Programs Fail: 6 Pitfalls You To Avoid Reviewed by Phan Hiền on tháng 10 28, 2018 Rating: 5
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