[branded content] Why customer loyalty platforms are just typewriters

An open blank Word document does not automatically mean that a novice writer is guaranteed to write a compelling, true-to-life story on screen. Don’t get us wrong – it can be done, but it’s the skill and imagination of the young writer, rather than Microsoft’s popular software, that is crucial to writing that story.

The same applies to loyalty programs and the platforms we use to manage them. You won’t create a unique, truly immersive customer experience anyway because you have all the tools at your disposal to do so. Because the loyalty platform you bought (or want to buy) is your typewriter: it doesn’t work by itself. You first need to develop some ideas for a loyalty program and then use the tools to ‘record your ideas in black and white’. In the customer loyalty universe, make every idea count. Each of us notices the difference between good and bad written texts. Well, the same goes for loyalty programs.

Let’s repeat, this means you have a clear vision of what your loyalty program should look like before you start using the platform. The competition is obviously tough, so you can’t settle for half goals. Therefore, your loyalty program should at least reflect your company’s assets and values.

We know we don’t make it any easier. If you have virtually no experience in this field, the creation process behind a concept for your loyalty platform will probably intimidate you. Fortunately, there are a handful of ways to let go of that feeling and take the first steps forward.

How to start a customer loyalty program

First, review all the features of your loyalty program and decide which ones can be used to take your loyalty program idea to the next level. In other words, your platform can inspire you to develop a solid customer retention strategy. That way, you quickly realize that you need some specific types of rewards, promotions, and gamification techniques for a program that feels just right. Furthermore, it is always good to be aware of what is possible and what is not possible.

As a second step, you can analyze the work of your competitors. Think about this for a moment: US consumers are just 4 billion memberships short of customer loyalty platforms. That means there must be thousands (or even millions) of loyalty programs in the US. Now ask yourself how many loyalty programs exist around the world. The short answer is: A LOT.

And quite a few of these programs are probably created by companies similar to yours. Then study their apps, websites, points system, rewards system… and use all that knowledge to create your own loyalty program. Pablo Picasso is said to have once said that ‘good artists borrow and great artists steal’. Of course, we don’t recommend that you literally steal, we just recommend that you get inspiration from the very best.

However, you shouldn’t just be guided by other people’s work, at least if you want to come up with something original. Remember that consumers have already seen and experienced a lot of content. Although nostalgia is back in full force lately, it’s really not a good idea to present them with a loyalty program that looks like other programs like two drops of water. Third, you can turn to other loyalty program experts if you want a program that really stands out. For example, get in touch with Comarch’s senior executives, who provide professional advice to companies, from all industries, of any size, regardless of their technological maturity, to bring their customer engagement ideas to life. To top it all off, the people of Comarch presented a number of their own ideas. In this way, they ensure that the company they work with achieves a competitive advantage.

This means that the responsibility of designing a loyalty program does not have to rest on your shoulders. In fact, by working with a team of loyalty advisors, you’re more likely to build a program that grabs everyone’s attention, including your competition.

This article is published on the initiative of Comarch

Leave a Comment