In a previous post, I talked about the need for loyalty program interactions to be both useful and easy. In other words, loyalty programs need to provide some utility or help someone accomplish a task (whether that’s saving money, getting a free TV, or getting exclusive access to an event). And the process of doing so shouldn’t require a lot of effort or brainpower on the part of the customer.
The only way to ensure your loyalty program meets these objectives is to explicitly design it that way. The following steps are a great way to get started:
1. Create an equitable value proposition. To be useful in the eyes of customers, loyalty program earning schemes must be calibrated with appropriate rewards. A new tool from Strategyzer called the value proposition canvas can help marketers identify customers’ pains, gains, and jobs (a.k.a. “tasks”) — and then define how their loyalty program will create value and be something that customers actually want.
2. Map out the key journeys. There are several common scenarios (or “journeys”) that customers go through as they interact with your loyalty program, such as signing up for the program, checking on their earnings status, and redeeming rewards. Each of these journeys likely requires multiple steps and multiple touchpoints — like a direct mail piece, your program website, an in-store conversation, or an online chat. Mapping out that series of steps, touchpoints, and related customer reactions will help you understand what customers really experience and what aspects of the existing journey need to be changed.
Read steps 3, 4, and 5 at Underlinecom.com.