When customer loyalty marketing is firing on all cylinders, the effects are indisputable. It is a given that loyalty programs work well, and they work especially well when there is a strong focus on driving specific customer behaviors. Keeping those behaviors front and center can be a challenge, but is a key factor for success in customer loyalty.
Desired Customer Behaviors Saying that customer behavior is changing rapidly is an understatement. The forces that drive and shape consumer behavior are evolving as rapidly as the technology that allows consumers to shop, compare, and buy anywhere and everywhere. It could be chaotic (and it is for some); but, in the midst of the storm, customer loyalty marketing offers a uniquely valuable way to determine and map desired customer behaviors, and then develop the incentives and frequencies that reinforce them. With so much at stake and so much change, there’s really no alternative.
Spectrum of Desired Customer Behaviors While revenue (a purchase) is clearly an important desired customer behavior, there are a host of others that can be important, depending on the circumstances of both the brand and the buyer. Desired behaviors can include downloading the mobile app, opting in to mobile notifications, or opening the mobile app when near a retail location. These are just a few examples that set the stage for driving customer behavior in a direction that benefits the brand. Each marketer needs to have a concise list of what makes a difference for their business, and to make sure this is where time and effort is focused. Only by concentrating on the customer behaviors that matter can a marketer move the needle in ways that drive customer loyalty success. Know your desired customer behaviors and put your energy into making them happen.
For more customer loyalty success factors, check out this webinar series: Nudges, Influence and Rewards: Must-Know Factors for Success in Retail Customer Loyalty.