Many companies believe that having a loyalty program can put their marketing and communications programs on the fast track to more active customer purchases and, simultaneously, reduce competitive purchases.
Loyalty Programs vs. Loyalty Behavior: Do Marketers Get What They Intend? by Michael Lowenstein
Wednesday, June 17th, 2015
- 8:00 AM – 9:00 AM PDT
- 11:00 AM – 12:00 PM EDT
- 4:00 PM – 5:00 PM BST
- 5:00 PM – 6:00 PM CET
They also generate important customer profile data that is used for marketing and communication initiatives. Loyalty programs, however, can have both positive and negative impact on brand perception as well as customer behavior. As a result, it is essential that their design, and benefits, be viewed as offering both value and consistency with the product or service value they are intended to support.
In this informative session, Michael Lowenstein, Thought Leadership Principal at Beyond Philosophy, will provide valuable perspectives on B2B and B2C loyalty programs and offer practical, pragmatic, and proven methods for developing optimal, and conceptually consistent, program elements.
Participants will learn the key steps towards designing and building their own effective loyalty programs, as well as continually improving their perceived value for customers.
Beyond Philosophy has been involved in developing and advocating strategic, practical customer experience management technique since 2002. Highlighting the importance for businesses to understand that optimized and profitable customer experiences and relationships are best managed in a coherent, consistent and coordinated cross-functional and company-wide manner – the concept of a loyalty program can be a pivotal communication and value delivery factor.
In this session you will learn:
- How loyalty programs can integrate into the customer journey and lifecycle
- The benefits and pitfalls of loyalty programs, i.e. how they can impact customer behavior
- Designing a loyalty program that is consistent with, and seen as enhancement to, your customer value proposition
- Building customer advocacy into loyalty programs
- How to support loyalty programs and keep them both fresh and distinctive
- Qualitatively and quantitatively valuating loyalty program effectiveness
- Examples of successfully launched and sustained customer loyalty programs
For attending the webinar, a free whitepaper will be provided after the event.
Interested, but can’t attend? Register anyway and we’ll send you the recording.
If you have any questions or requests related to this topic please feel free to contact us.
Follow up Questions
Q. On B2B – what would be a resource for additional depth on building greater advocacy?
Building customer advocacy, or brand amplification, behavior that is stronger and more active than loyalty often requires targeted, granular qualitative and quantitative research. Beyond Philosophy offers this research as an element of our customer experience consultation suite of services; and we would be pleased to provide information about the benefits and applications of this research. A general reference is The Customer Advocate and The Customer Saboteur (http://asq.org/quality-press/display-item/?item=H1410).
Q. How are you seeing loyalty programs applied in the consumer health care space? Are there any best practices you can share?
The consumer healthcare space (hospitals, physicians, dental, equipment,,etc.) typically does not have formal loyalty programs. Practitioners in this field build their loyal customer base by offering experiences which will meet, or exceed, expectations. A related exception is the retail pharmaceutical or drug store space. Programs such as Walgreen’s build loyalty for their stores by offering a rewards program which focuses on better, and more proactive personal customer health.
No registration details have been set for this webinar.