Your loyalty program must go hand in hand with your overall Relationship Mark...

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Every company can offer different types of customer programs, but not all companies create and maintain a great relationship with them. This is where relationship marketing comes into play. Relationship marketing is about creating initiatives that focus on long-term engagement (as opposed to acquisition or sale). This looks like you have an engaging blog, a helpful guide, detailed client accounts…

While a loyalty program should not be abused as a marketing channel, it should be part of an overall relationship marketing plan. This places the focus on customer retention through building strong relationships, not advertising to new customers.

Let's say your company organizes a webinar (online event organized by a Job Function Email List company/organization/individual and transmitted to a group of people on their computer via the Internet) for free. You're basically trying to do relationship marketing with them, but you can't tie it to your loyalty program. For example, giving points if a customer signs up for a webinar means you've added value to your relationship and made them feel appreciated and valued.



A successful customer program is more than just rewards and rewards. Brands should think critically about how you can enhance the experience and strengthen the relationships with your customers so you can create and drive strong loyalty from them.

It's important to remember that loyalty programs focus on enhancing the customer experience, not forcing them to follow your rules. We've talked about the benefits of setting up different customer tiers, but if you demand more loyalty from them than they can accept and be rewarded, customers can become tiresome. and turn to favor your competitors.

Customer service expert Shep Hyken recounts his experience with an airline he used to be with. Many of Hyken's friends lost their elite membership when they retired – although they remained loyal to the company. There are even people who lose this class just a few months after being sick and unable to fly regularly. Can this airline keep loyal customers if it treats them like this?