6 fundamental mistakes that make your customers say no to your loyalty program
Consumers’ loyalty to brands is at a premium. Various studies show that dedicated customers more often recommend a given company to their friends and family, write good reviews and opinions about it. Moreover, they are more willing to share positive experiences that are associated with it and are less likely to leave, even if at some stage there has been a disappointment with a given product or service. So how to effectively build trust in the brand? By creating a good loyalty program!
First fundamental mistake: complicated registration process
It’s easy to say, but in practice, harder to do. Just starting the program and relying on it “somehow making it” might result in a sorely mediocre outcome at best. The main reason behind it is the fact that an underdeveloped strategy is associated with errors reducing the effectiveness of your program. So how to minimize stumbling blocks and ensure that what has been prepared for your clients makes them want to stay with you for a long time? At the beginning, it’s worth trying to eliminate six basic errors of loyalty programs. Here is what they are!
The registration for the loyalty program process that is very long, requires filling in many “windows”, and “switching” between pages, might not be a good idea. Consumers much more often and more willingly use simple, uncomplicated forms, the completion of which will not take too long.
Second fundamental mistake: rules that are too complicated
Loyalty programs in which customers collect points are an “invention” that has been known for over a century, so most potential customers know the basic rules. By keeping the program simple, you can easily encourage consumers to take advantage of it. Unfortunately, many brands try to rely on originality, which causes the rules to be more complicated. Effect? Instead of excitement, there occurs the frustration that makes it difficult to engage in a loyalty program.
Third fundamental mistake: no dedicated website
Loyalty programs are still doing well. In order for their effectiveness to be at the appropriate level, it is worth creating a website with the detailed description of rules. A separate website allows you to provide the participants of the game with knowledge about the loyalty program not only by means of text, but also graphics. Interestingly designed content, which explains the rules step by step, motivates both to join and engage in the fun.
Fourth fundamental mistake: unattractive prizes
Apparently if the only reward types are product discounts, then … some will be delighted, others not necessarily. Therefore, if you do not want to bring your loyalty program to a bay, it is worth thinking about some other kind of reward. In addition, when creating a program, you should also remember that what is offered should have a value pertinent to what the client is to receive in return for commitment.
Fifth fundamental mistake: no possibility of deciding
Nothing builds commitment like the ability to make decisions. Therefore, for your loyalty program to be effective, it is worth combining in-kind prizes with rewards that allow consumers to feel important and unique. The point is to let your loyal customers decide what product will appear in the store by participating in a special survey. In return, you can provide them with faster access to premiere products or services.
Sixth fundamental mistake: no possibility of checking the progress
What motivates people to take action? Clearly defined goal. In this way, when undertaking any activity, we know what to do in order to achieve this goal. We also know how much is still ahead. This motivates us to be active. Therefore, when creating a loyalty program, it is important to let your clients monitor their effects. It also reminds them of why they joined the program and what is the purpose of collecting points.
After these six errors are corrected, the efficiency of any loyalty program should go up. Remember, regardless of the industry in which your company operates, a consumer attached to the brand is a faithful consumer, through thick and thi. That is why it is worth refining the loyalty program in every detail.
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