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Change is Good, Even for Loyalty Programs

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Change Is Good, Even For Loyalty Programs How To Evolve Your Program Without Alienating Members by Emily Collins and Anjali Lai October 19, 2016 FOr B2C MArkEting PrOFEssiOnALs ForrEsTEr.CoM key takeaways Loyalty Program Changes Are Inevitable Loyalty marketers faced with evolving consumer expectations and competitive threats must evolve their programs to stay relevant and top of mind for members. the most successful companies embrace an iterative approach. Consumers May Not Embrace The Changes readily Our social listening data reveals that when consumers initially learn about modifications to a loyalty program, they respond with criticism. After one to three months however, their sentiment shifts toward the positive. Put Yourself In Your Customers' shoes When Planning Changes Program changes aren't all created equal, and it's important that you have a process in place to right-size your reaction. Assess whether change is needed, and plan your execution based on what you anticipate the customer response to be. Why read this report When it comes to loyalty programs, change isn't always bad. After all, B2C marketers must modify their program benefits and engagement mechanisms to keep empowered customers interested and participating. But sometimes, consumer perception of even the most well- intentioned changes is not what marketers expect and hope for. Whatever the impetus for change, this report will help B2C loyalty marketers get smarter about their approach to change and how they manage and mitigate the consumer response.

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