How Loyalty Programs Can Deliver a More Seamless Customer Experience
A seamless customer experience is incredibly important to consumers. They want retailers to minimize barriers and pain-points while feeling like the encounter is catered to them. In fact, 86% of people are willing to pay more for a product to receive a better customer experience. And because a seamless customer experience is so important to consumers, it should be twice as important to retailers.
How does your customer experience compare to your competitors? Is your messaging seamless across all marketing channels? Do you offer easy shipping and personalized incentives to make the buying process stress-free? Do you follow up with them after the point-of-purchase to see how things are going? If you answered “no” to any of these questions, customer loyalty software may help you improve your customer experience.
Problem: A Distracted Audience
When your products are advertised on third party sites like Amazon, Walmart.com, and Google Shopping, potential buyers are comparing them apples-to-apples against hundreds of similar products. Not only that, but customers are channel-hopping across ecommerce sites, social media, and other sources to get as much information as possible about your product. If your reviews, Q&A, and product descriptions don’t check out, your potential buyer has a lot of other options to choose from. These factors have dramatically altered the customer experience.
Solution: Omni-Channel Loyalty
According to CommerceHub, 86% of purchasers change channels when buying online. For that reason, it’s important to have quality interactions across all of your major touchpoints. Your website, social media, POS, in-store, and mobile advertising should all be consistent with your company’s messaging and goals.
That means the same sale or promo online should be honored in-store and vice versa. Most customer success teams understand that this is a business process change. It’s our job to identify those gaps between channels and to tie it all together for the customer.
A study by SDL showed that 60% of millennial shoppers want a consistent experience on their phone, thus proving just how important universal branding is across all media. A typical consumer who has issues opening a loyalty email or advertisement on their phone will quickly become frustrated with their experience. Ensuring omni-channel compatibility will prevent frustrations, help you retain consumer interest, and ultimately increase revenue. An omni-channel loyalty program catered to your brand will improve customer experience.
Unique Loyalty Structure
The customer is there in the first place because they like your brand. A well-designed customer loyalty program can help you curate your brand experience to the customer. Your program should be unique and represent the true culture of your brand. Loyal customers love your products, so it makes sense that they would want more. Annual gifts, stickers, branded collateral, exclusive shopping events, and birthday offers are just a few of the many rewards you can offer to continue the experience even after point of sale.
These are just a few of the many ways in which a loyalty program can create a more seamless customer experience. It’s about creating consistent branding across all channels and communicating with customers before, during, and after the sales process. All of these touchpoints create more back-and-forth interaction between customers and brands, something that has been missing in traditional advertising. Customers want to feel more connected with their favorite brands, and loyalty programs give them the platform to do so.
This post was written by Annex Cloud. Since 2010, Annex Cloud has provided more than 250 leading brands and retailers with the ability to engage tens of millions of customers one-to-one at scale. Annex Cloud’s customer marketing platform provides fully integrated Customer Loyalty, Referral Marketing, and User Generated Content solutions. Each solution works together to optimize the customer journey and deliver a unified customer experience, a greater quantity and quality of referrals and content, and more high-quality and resilient customer relationships.