Articles Tagged with: Customer Engagement

Why curated customer loyalty reward triggers keep multi-demographic audiences engaged

Why curated customer loyalty reward triggers keep multi-demographic audiences engaged 

Grace Alexander

MarTech Blogger | June 6, 2022


Customer engagement isn’t a one-and-done process. Capturing attention is only the first step when it comes to building lasting relationships between brands and their audiences. The most successful companies in this regard are those that actively fight back against disengagement and loss of interest using lifestyle marketing.

When businesses offer a narrow selection of rewards and loyalty offerings, they’re at heightened risk of losing customer attention over time. Having a variety of potential incentives for customers is a powerful advantage for a business, as is using automated triggers to guide each individual to the rewards that best suit them. 

Why do some customers lose interest in rewards? 

Simply having a rewards program is no longer a major differentiator for a business. Rather, a company that is serious about loyalty must consistently prove that its rewards offerings have value and meaning to customers. 

 Engagement is the goal of a customer rewards program, and that in turn is contingent on offering rewards that fit audience interests and meet or exceed their expectations. There are a few traits that can determine whether a rewards program fires up consumers’ interest or is quickly forgotten: 

  • Does everyone get the same rewards? If there’s only one rewards progression, a company may find itself failing to connect with a significant portion of its potential audience. Consumers today are very diverse, so an ideal rewards program will offer customized incentives to hold interest. 
  • How frequently are rewards given? If a business offers a low-frequency rewards program, requiring numerous interactions before consumers receive anything valuable, they may find that interest is low. The vague promise of future value is not very compelling to customers, so brands should reach out often. 

As Hubspot noted, the most effective companies at building loyalty achieve this goal by giving generous rewards often and fully integrating these programs with their overall sales processes. Rather than tacked-on additions, these businesses’ rewards offerings are fundamental parts of the way they sell their products and services to customers. 

Hubspot suggested that when organizations achieve a high level of integration between rewards and the rest of their business, the rewards program ceases to be its own separate entity. Rather, these businesses simply offer their loyalty incentives at all times, inviting customers to engage more deeply. 

How do you counteract customer disengagement? 

It’s one thing to create an environment conducive to audience engagement. It’s another to actively fight back against parts of the customer journey where buyers may fall out of touch with businesses. When working on this type of engagement strategy, it’s important to remember that nearly any interaction can be customized to keep customer interest. 

 Customer behaviors follow patterns. By collecting interaction data, businesses can map out the paths their audiences are taking. Do people typically disengage after a certain amount of time? Is there a supplemental experience that could make an ongoing connection more fun or entertaining? 

 McKinsey & Company Partner José Carluccio recommended that companies look into their breakage patterns, determining which segments of their customer bases are not engaging with loyalty programs. Figuring out which types of customers aren’t staying engaged is the first step to improving the relevance of rewards offerings and triggers. 

 Once businesses have determined where customers are disengaging, as well as which groups of consumers are most likely to break off engagement with the brand, they can respond by adding new elements to the program. Carluccio recommended offerings such as periodic reminders to clients that they have unredeemed rewards as well as more redemption options, potentially even including charitable gifts. 

What is the value of customized customer rewards triggers? 

One potential cause for disengagement — or a lack of engagement in the first place — is the use of rewards triggers that don’t match up with how segments of a company’s audience actually interact with the brand. Customization can resolve this issue, attaching loyalty points to nearly any activity and bringing a wide swath of customers into closer contact with the brand. 

 Companies can reward both online and offline interactions with custom rewards triggers. In-store purchases, app engagements, sign-ups for services, logging in to accounts — these and more can help customers earn points in a rewards scheme. 

 The ability to create a highly customized rewards-earning process helps businesses engage with their audiences in two ways. On one hand, it allows brands to reach their customers where they are, offering points for their preferred interaction styles. On the other, it lets organizations map out preferred customer journeys, encouraging certain types of activities. 

 To start creating these better-directed customer journeys, brands can map out the ways their customers prefer to interact with their rewards offerings. American Express recommended using diagrams of consumers’ dealings with organizations, across multiple channels and over time, to identify the gaps where disengagement is most likely to occur and target those weak spots. 

Businesses that understand how their customers interact with their offerings, and how they’d like to, are well-positioned to update their rewards triggers. Creating new sides to a loyalty program can open up the strategy to a wider selection of customer groups and demographics than ever before. 

Perx customization helps your brand thrive 

No two brands are exactly alike, which means customization is always relevant from a rewards and loyalty standpoint. This is one reason to choose the Perx Lifestyle Marketing Platform as the backbone of your organization’s rewards and loyalty program. 

 The Perx platform’s Rules Engine allows a high level of control over rewards triggers, right out of the box. By designing a system of tailored rewards based on what various groups of customers actually want for your business, you can deliver a rewards program with fewer obvious points of disengagement and a smoother customer journey overall. 

The value of a rewards strategy is at its greatest when consumers actually want to use it and engage with it. Customization via a powerful rules engine puts this goal within reach for your brand. Request a demo of the Perx Lifestyle Marketing Platform to see this solution in action. 

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The Right Customer Engagement Trick? Treat Them Right!

The right customer engagement trick? Treat them right!

Despite the fact that the campaign was launched a decade ago, it continues to haunt me.

Sundeep Keramalu
Director, Marketing Content | November 01, 2021

Was Coke crazy to put random people names on its ‘#ShareACoke’ campaign? Yes. No. No. Yes. Yes, when one considers the campaign’s general desperation. No, when you consider how it made people feel. And no, when you consider the campaign’s stated purpose. And yes, when you consider how Coke was catapulting addiction to new heights.

While Coke’s amazing taste is refreshing, we must keep in mind that even the great ice age reached a point where it was no longer cool.

Share A Coke was no doubt a sweet campaign. That is, having your name appear on a billion-dollar brand. How frequently do you see that? What bothers me is that Coca-Cola is a well-known brand. It has its own name. It has taken decades and hundreds of millions of dollars to get to this point. And suddenly, it was willing to gamble with its identity by putting random, unknown names on its bottles to boost sales for one summer in Australia? It is self-evident that Coke has the absolute right to do anything it wants with its bottles. But, if you know that your product is not exactly health-beneficial and has addictive elements, you want to enable your customer to be disabled from being addicted — not the other way around.

Brands cannot capitalize on the unconditional condition unless they are willing to allow their customers to explore the condition of conditionality.

The goal of any brand is to make the customer fall in love with it unconditionally. Unfortunately, brands cannot capitalize on the unconditional condition unless they are willing to allow their customers to explore the condition of conditionality.

Simply put, to receive anything, you must first offer something. While Coke’s amazing taste is refreshing, we must keep in mind that even the great ice age reached a point where it was no longer cool.

The ethical question remains whether a brand can go as far as to entice consumers to purchase a product simply because it bears their name.

To keep consumers’ hearts warm for the brand, even a “cool” brand must step up and do something genuinely cool that also ends up being a warm gesture for the brand. Coke’s “nice” gesture was to put people’s names on its bottles. Of course, Coke, like any other marketing campaign, had its own agenda. Putting random people’s names on its bottles would be akin to a jilted Bollywood lover in one of those 90s movies engraving the name of the lady in his blood — since she does not feel the same way about him or, worse, has no idea who he is to begin with! Coca-Cola did not want a one-sided relationship. During the summer of 2011, it sought to increase sales in Australia.

Influential personalities and multimillion-dollar deceptive marketing messages are damaging to one’s willpower when it comes to resisting unhealthy and harmful lifestyle choices.

As much as people enjoyed seeing their or their loved ones’ names on Coke bottles, the question we must ask is if it was the proper experience. True, the ethical question remains whether a brand can go as far as to entice consumers to purchase a product simply because it bears their name. However, when a brand is aware that its product is bad enough to be a good pesticide, I believe it should refrain from influencing people in this way — from persuading them to share something this bad.

As it is, influential personalities and multimillion-dollar deceptive marketing messages are damaging to one’s willpower when it comes to resisting unhealthy and harmful lifestyle choices. In any event, when compared to Kendall Jenner’s ‘Live for Now’ Pepsi fiasco, Coke’s ‘Share a Coke’ campaign was more thoughtful and positive.

When you are a brand that is bad for the body and bad for the mind, you cannot give people any more reasons to buy it than they need. There is a very thin line to walk. This means that you should not compel your customers to adopt your brand. Rather than that, develop incentives for people to adore your brand. There is a significant difference, but the line is really thin. I am not being a snob and slamming the idea of sharing a Coke with a close friend. It is just that you would not want to share anything harmful to your health with someone you care about. That contradicts the point of the campaign’s purported goodness.

Brands that make essentially harmful products to one’s health have additional avenues for customer engagement. Coke tricked its customers into purchasing more Coke. And, mind you, this was done in the name of “treating” its customers. Did not expect this from you, Coke!

Even for a beauty brand that wants to reward its customers, it cannot be skin-deep in its approach to rewarding them.

As much as we would like to believe that the #ShareACoke campaign was an engaging sales-increasing, brand-building, emotionally-engaging campaign, the reality is that it was not as engaging as it could have been. So, the deal was that Coke gave a platform for people to share a virtual Coke with pals or, if they were lucky, find a bottle of Coke with their or their friend’s name on it.

All of this, you see, is still quite transactional. In the end, it is just a name on a bottle! That is all there is to it. When the campaign ended, the transaction concluded. When you invest millions of dollars in advertising a campaign, you spend far more to market and nurture the campaign so that people remember it.

While beauty is in the eye of the beholder, the beauty of a reward is in the embrace of a participant.

Rewards cannot be superficial. Let me give you a perspective. Beauty is considered superficial, right? But even for a global cosmetics brand that wants to reward its customers, it cannot be skin-deep in its approach.

How did a global cosmetics giant under Louis Vuitton increase its in-store sales with the Perx Platform? They did not go around handing out random rewards or sample cosmetics to the passing crowd. Instead, they incentivized regular in-mall footfall to visit their stores

It was a simple and straightforward approach. With smartphones being the single common denominator across shoppers in developed countries, QR-coded posters were placed throughout a highly popular mall. Customers were rewarded every time they scanned the QR code. However, to receive the reward, they had to enter the store — the point of sale.

The dynamic campaigns connected offline footfall, incentivizing them to walk into the store, where purchases were built and launched using the Perx platform. In addition, Perx’s advanced gamification and engagement mechanics transformed the whole experience into a gamified and instantly gratifying one.

Before launch, the brand researched customer footfall and buying patterns before designing the experience around them. They wanted to reward them for their intention to buy something from the brand. Even if they did not intend to do so, the dynamic mobile engagements influenced them to engage with the brand. In other words, I am attempting to convey that, in light of the example, the reward offered should not be based merely on the customer’s pleasure; rather, it should be based on the customer’s intent.

It is true. Beauty is in the eye of the beholder. Therefore, Coke’s #ShareACoke campaign might have made the day for some of its customers. But at the end of the day, we must remember, while beauty is in the eye of the beholder, the beauty of a reward is in the embrace of a participant.

A disconnect or a pause between you, the brand, and your customer will cause them to seek another brand that meets their requirements.

While each beginning and each campaign should have a conclusion, the reality is that engaging customers is a continuous process. Brands are required to engage in a never-ending cycle of evolution, progress, and improvisation. A disconnect or a pause between you, the brand, and your customer will cause them to seek another brand that meets their requirements. This is why brands must focus on engaging their customers in ways that transcend beyond transactional interactions — something that keeps the connection going for a long, long, long time — how about forever!

Treat the relationship with your customer as though it were a long and happy marriage and not a one-night stand.

Treat the relationship with your customer as though it were a long and happy marriage and not a one-night stand.

Given that you have read this far, we are here to assist you if you are looking for a superpower to build that long-lasting, deeply-engaging relationship with your customers. Now keep in mind that we do not help you treat your customers just for the heck of it. Instead, we assist you in treating them genuinely and sensibly – you know, for the right reasons!

We work on making sure your customers do not just remain customers, instead we turn them into level-headed superfans.

It all boils down to giving you the satisfaction of knowing that you as a brand did not trick your customers and that you treated them appropriately. And understanding that will help prevent your conscience from being haunted.

Here is to a #CleanConscience!

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