A few years ago, companies became aware of the need to put the client back at the center of their strategies. Philippe Bloch, founder of Columbus Café and author of “Service Compris 2.0 ” understands that it costs five times more to acquire new clients than to keep existing ones. A new profession has appeared in companies’ marking departments: the Director of Client Relations. To reach these loyalty, client acquisition and retention goals, the Marketing Director will need to design a loyalty marketing strategy (also known as relationship marketing). A set of tools to build loyalty, selected to address the issues while tackling the new demands of consumers in need of recognition and immediacy.
Here are some key steps for an effective loyalty strategy:
Before implementing the loyalty marketing strategy, you must define the target: to which clients should the brand be particularly attentive? It is important to identify the target clients by their value to the company or their needs and uses. The target client will also become an ambassador for your brand and a model for new clients.
For example, certain brands wish to focus on the most profitable clients and engage in a special relationship through a high-end loyalty program. Thus, the brand can give its best clients a higher quality of communication, offers and services, and a truly sustainable relationship between the company and the client.
The clients’ needs and uses differ according to their profiles. The brand must be able to adapt and propose appropriate solutions while taking into account the changing modes of use and consumption (especially with digitization and new ways of communicating with brands).
When designing the loyalty marketing strategy, it is important to define all the steps of the journey that engage clients in the long term.
Defining key performance and quality indicators will allow monitoring of the effectiveness of the client loyalty program and the company’s strategy, as well as measuring satisfaction.
By following the results of continuous analysis and the collected data, the brand will be able to continually improve the performance of its loyalty marketing strategy.
By introducing new loyalty tools (products, services…) into the strategy, the brand enriches the client experience permanently.