The News, Views, Insights, and Opinions affecting consumer engagement
That You Need to Know
In this week's customer engagement recap:
- 3 Loyalty Program Blunders You Can Learn From (and Avoid!)
- 10 Tactics to Create Member Loyalty in the First 30 Days
- Domino's ditches T-Mobile Tuesdays after getting hit with too many free pizza orders
- Understanding the Membership Cycle
- Designing your loyalty program with the end in mind
3 Loyalty Program Blunders You Can Learn From (and Avoid!) (FiveStars Insights)
#1 is painful but not a mistake most of us are in danger of. #2 and #3 are far more common. If there's fuel to the "loyalty programs don't really result in loyalty" fire, it's points programs that encourage breakage and impersonal, impractical rewards. With so much data on hand, and so many digital resources available at low costs, shouldn't the industry be a little better at this?
10 Tactics to Create Member Loyalty in the First 30 Days (The Access Loyalty Blog)
30 days isn't a lot, but it's your best shot to win engagement and loyalty. Then, as a reward, you get another 30 days. And another. No one said it was going to be easy! (And if they did they're total liars.)
Domino's ditches T-Mobile Tuesdays after getting hit with too many free pizza orders (Android Central)
While it's great that T-Mobile Tuesdays is being met with enthusiastic response from customers, that demand just cost them the most attractive perk of the program. Perhaps not as common as #2 and #3 from the Fivestars blog referenced above, making sure partners understand and can fulfill their role is an important box to check.
Understanding the Membership Cycle (MemberPress)
This article is geared toward membership sites, but most it applies to any sort of membership model. Author Nicole Pamani wisely points out that onboarding is an equal partner in the membership mix, and deserves just as much attention (and resources) and lead gen and conversion.
Designing your loyalty program with the end in mind (Loyalty Truth)
There's a lot of great points made in this article by Bill Hanifin, which recaps a Loyalty Expo session by Deluxe Rewards' Adam Craig. What behavior are you actually trying to drive? Are you using the right channels, and delivering the right rewards based on what you know about members? There's a lot to dig through in this post and the Forrester/Deluxe study he links to.