The heart of loyalty marketing is always benefits

1. How Effective Are Your Loyalty
Programme Benefits? – Follow The 7
Golden Rules

2. We get carried away by marvels of loyalty
technologies

3. We get carried away by look and feel of the
loyalty programme

4. We get carried away by competitive activities

5. In fact…We get carried away by a successful
launch of a loyalty programme

6. However take a look at the impending
danger..ubiquity
Credit Card Loyalty Credit Card Loyalty
Programme A Programme B
Can you spot the difference between these two loyalty
programmes?

7. How important are the programme benefits?
They are like fuel to a car

8. Customers become actively involved with
loyalty programmes when ‘benefits are timely &
relevant

9. 7
Golden rules of loyalty programme benefits

10. 1. Have a clear idea about types of loyalty
programme benefits

11. Identify type of loyalty benefits
• Loyalty
• Special offers
Discounts
• Products
• Points
with limited
• Cash-back
Hard Benefits Soft Benefits editions
Rebates
• Trips to cultural
• Miles
events
• Hard-to-get
Information
• Visa procurement
• One-one
communications • Culinary tours
• Customer Communication • Access to talk
Privileges shows
magazines, Benefits • Free access to
hotlines,
newsletters etc. president’s
committee

12. 2. Structure your loyalty programme benefits

13. A well defined structure goes a long way in
systematic relationship building
V.I.P Services Accrual/Redemption Currencies
Tiers Personalised Communications

14. A well defined structure also stimulates
positive customer behaviour
Earnings (Points) Value Value per point
3000 $30 $0.12
5000 $50 $0.14
7000 $70 $0.16

15. 3. Design loyalty programme benefits based
on customer needs and aspirations
• Standard tier members earn 1
point for every $
• Premier members earn:
• 3 points for every $
• Receive exclusive savings
certificates
• Access to dedicated ticket
counters
•Travel without black-out
restrictions
Rail Canada’s Via Preference Premier level offers
carefully selected benefits

16. 4. Keep loyalty programme benefits fresh
and updated
Conduct member research every six months..see what
benefits they prefer and what they don’t

17. 5. Use technology to personalise loyalty
programme benefits
Have you incorporated RFID technology to identify and
delight your best customers on the spot?

18. 6. Seek constant feedback from customers
on loyalty programme benefits
Connect and get feedback on loyalty benefits from all
channels

19. 7. And finally….Re-invest regularly in refinement
and development of loyalty programme benefits

20. For further information please call:
Rajeev at (6)012-6301137 or (603)-21711664 or
e-mail: rajeev@loyalty-matrix.com
http://twitter.com/rajinkl
http://loyaltymarketingblog.blogspot.com/