16Sep

From Customer Experience comes Loyalty

I joined Stream Loyalty as a Loyalty Account Manager in May. Coming from customer experience research, I was new to the loyalty space. Given the obvious link between the two areas, I was confident in my new role and looked forward to learning all I could about this key industry.


Having spent a few evenings trawling through articles and absorbing many pearls of wisdom from the directors here at Stream, I came to an obvious yet reassuring conclusion. I couldn’t have come from a better industry to understand the principles of customer loyalty.

 

Understanding the principles and methods for delivering a better customer experience means you understand the start of a customer’s loyalty journey. Loyalty begins with a positive brand experience. A successful loyalty programme then builds on this and encourages behaviour change that is guaranteed to benefit the business.


Your customer experience teams should also be getting involved. CX surveys should be used to ensure that your business is aware of a customer’s engagement and satisfaction with your loyalty programmes. Get a scale satisfaction question in there, with a deep dive verbatim thrown in for good measure. Here’s a freebie:

 

Are you currently a member of our loyalty programme? 

If Yes: On a scale of 1-10, how satisfied are you with the loyalty programme? 

1-6rating

 

 

7-8rating

If you have an external provider running your loyalty programme, then giving them as much information as you can about your customer’s feedback on the business will enable them to better segment and target customers for improved engagement.


So, I don’t think of this move as joining a new space in marketing, just moving along the customer journey a bit.

 

About the Author

Charlie McMann

Charlie McMann

Charlie loves getting stuck into the commercials of a programme and looking at how we can prove we are delivering ROI. With a range of industry experience he makes sure he is suggesting ideas that he knows will work for your business.

Attachments

  1. SL_FromCXcomesloyalty.pdf 11/3/2021 12:50:47 PM

Related

No way! A live, actual in person Exhibition…are you kidding? 

No way! A live, actual in person Exhibition…are you kidding? 

In this month’s Streamspiration we are talking about our first live in person event since 2019, new...

Read More
Optimising Mobile Experience for Loyalty Engagement

Optimising Mobile Experience for Loyalty Engagement

Enhancing mobile experience is essential for customer loyalty. Discover how to optimise your mobile...

Read More
Why I love working for Stream

Why I love working for Stream

Alice's latest article reflects on the last 18 months and how the pandemic has made her think ab...

Read More
How expert client services results in genuinely happy clients and successful B2B loyalty programmes.  

How expert client services results in genuinely happy clients and successful B2B loyalty programmes.  

At Stream we believe expert client services results in genuinely happy clients and successful B2B lo...

Read More
Using Loyalty To Drive Customer Growth

Using Loyalty To Drive Customer Growth

A Stream Loyalty ‘GROW’ Campaign Guide

Read More
Security Measures in Modern Loyalty Programmes; why you need to safeguard your loyalty programme

Security Measures in Modern Loyalty Programmes; why you need to safeguard your loyalty programme

The importance of implementing robust security measures to safeguard your loyalty programme cannot b...

Read More
Empty
Click + to add content