Loyalty without attention
Making conversations that help

Saddling our customers with high-maintenance relationships

When I told someone that I design loyalty programs last weekend, they replied, 'So do you do offers or newsletters?' My response is that I provide what the audience wants.

Although evidence abounds that the audience wants offers, the question remains 'How will we communicate these offers?' The only way to make the offers relevant is to ask the audience what they want and how they would like to hear about it. In order to do that you have to build a database that drives a multichannel communication platform. There's no other responsible way. Many business-to-business enterprises rely on a salesperson to maintain this information, but that puts your company is jeopardy. The corporation has to recognize the responsibility to the customer goes beyond retaining a specific person. Most companies don't let customers vote on the communication channel, forcing them to take it the way the company finds convenient. And then companies wonder why people aren't paying attention.

The most egregious examples are NOT large companies, which have databases and the funds for many communication channels, but the small companies which just do the best they can. As a customer of such a company, I chafe and fret that it's a high-maintenance relationship. How likely do you think I am to bolt at the first opportunity?

1to1 Media: Putting the “Loyalty” Back into Loyalty Programs, 2010-Dec, by Mark Friedman

Standing out in this saturated market goes back to fundamental marketing: Understanding how, where, and when customers prefer to receive your information – and delivering it based on that demand. If you fail to do that, you can forget about them buying, or even reading your information before sending it to the trash.