repeat business Archives - Shep Hyken | Customer Service Expert

This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:  

What role do loyalty programs play in enhancing customer engagement?
How can companies leverage loyalty programs to generate additional revenue?
Can loyalty programs drive repeat business without sacrificing the quality of customer experience?
How can technology help create a seamless customer experience within a loyalty program?
How can companies motivate inactive loyalty program members to become more engaged participants?

Top Takeaways

There is a difference between loyalty and repeat business. Loyalty programs, including points and rewards, are designed to encourage repeat business. Combined with a great experience, they create an emotional connection that leads to true loyalty.

If a company provides poor experiences, no loyalty program can retain its customers. If a company provides an amazing experience, a well-designed loyalty program can enhance it and inspire true customer loyalty.

Technology has transformed loyalty programs by creating a more seamless and personalized experience. Brands can now integrate perks and incentives directly into their primary products and services using apps and digital platforms.

In the US, a typical consumer might be a member of around 15 loyalty programs. However, what truly matters is the customers’ active participation in these loyalty programs, which is crucial to its success. Creating perks that resonate with customers and consistently provide value makes customers use the loyalty programs.

Millennials and Gen Z are changing how loyalty programs are perceived and utilized. For example, many prefer booking their travel through their bank’s credit card programs, which offer points or perks that can be used for flights, hotels, or car rentals. Loyalty programs must have flexible redemption options and seamlessly integrate into apps and digital platforms.

Loyalty programs must blend experiences, savings, and perks to maintain their appeal. Brands must understand customer needs and motivations when designing loyalty programs to make them engaging and memorable.

For more insights on loyalty programs, customer engagement, and enhancing customer experience, check out Driving Loyalty: Market Insights on Car Rentals & Reward Programs report by CarTrawler.

Plus, Shep and Aleksander discuss what can happen when multiple brands collaborate to expand the perks and benefits offered to customers. Tune in!

Quotes: “Loyalty, when combined with a great experience, is deeper than just a savings and a repeat purchase.” “A loyalty program can let customers earn points, but if the redemption experience isn’t great, they won’t return to earn more points. The overall customer experience must be fantastic, and attractive redemption options are essential for creating an ongoing engagement cycle.” “Technology now allows loyalty programs to create curated, seamless customer experiences within apps. These programs incorporate perks and experiences in a very advanced way to customer engagement.” “A loyalty program is only truly effective if customers actively use it. Customers might sign up, but if they are inactive, they are not loyal customers. The best loyalty programs keep customers consistently engaged and used regularly.”

About:

Aleksander Kaczmarek is the VP of Loyalty Partnerships at CarTrawler, a B2B tech business that partners with the world’s largest brands, including American Airlines and Uber, to provide car rental & mobility solutions for customers. Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.

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