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February 11, 2015

Love is in the Air: How Loyalty Programs Can Win Customer Hearts

By Stefania Viscusi, Assignment Desk Editor

Cupid’s holiday is nearing and lover’s are getting ready to profess their undying love for one another. But relationships among lovers aren’t the only love to be celebrated on Valentine’s Day. Love shared with parents or good friends has also become a way to celebrate on February 14.

Along with spreading warm fuzzy feelings at this time of year, Points recently looked at the love/hate relationship between customers and brands to see what made relationships last.

Points, which provides solutions to help brands increase loyalty commerce and manage currency, asked loyalty program members from the U.S. and Europe to share their thoughts on what made them fall in love with brands and what made them want to cut off all ties.

Whether we’re talking spending a life with the one we love, or committing to a company’s brand, the same holds true – mutual feelings of loyalty and the desire to feel valued and rewarded are key.

According to the findings from Points, customers said they are looking for a program that is both free and easy and they want to feel special too.

Loyalty programs offer brands a chance to earn the admiration of customers because they can provide sweet deals and treats that win them over as a thank you for their dedication. From cash back rewards, to bonus coupons and even free items – gifting a customer, who has been good to you, can go a long way for companies. 

Just like relationships among people in love, things can go sour and break-ups happen. Unresponsiveness, neediness, and being flat out annoying are all top ways to make a significant other run away from the relationship – and its true for loyalty members as well.

While customers said they value tailored outreach, they also don’t want to be bombarded - especially not on channels like text - where only 38 percent said they would want to be contacted. This is in comparison to 78 percent of respondents who said they would want to be contacted via email.

If things are going good for you and your customer base- take the time to earn their love and admiration and find out what you should and shouldn’t do so you’re not left without a date or a box of chocolates this Valentine’s Day.

Edited by Maurice Nagle
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