4 Questions To Ask When Judging The Health of Your Loyalty Program

klyons Customer Loyalty, Loyalty Strategy


Once you’ve officially launched your loyalty program, you might find it can be easy to get caught up in your progress. Over time you’ll plan to expand and incorporate some exciting new ideas on how your program can improve even more. While keeping progress in mind, every once in awhile it’s good to check in on the loyalty platform basics to make sure you’re not wandering too far down any roads that could actually hurt your success. To help, we’ve put together some quick “check up” questions you can ask to ascertain the overall health of your loyalty program.

1. Is the sign-up process for your loyalty program still simple?


Simplicity is key. No matter how your loyalty program grows since you launched, your sign-up or opt-in process should still be easy, functional, and simple in nature. Even if you’ve built your loyalty program to be the pinnacle of excellence in consumer rewards, new customers won’t go near it if you make them jump through super elaborate hoops to join. If you’re finding your new sign-up numbers are less than you’d expect, take some time to revisit your sign-up process. Make sure there are little to no barriers to opt-in. Also double-check your loyalty program benefits are clearly listed somewhere for potential customers to review.


2. Have you rewarded current loyalty members recently?


Acquiring new customers is fantastic but retaining customers is even better from a revenue perspective. Take a look at your recent promotional activity and see if you’ve done any rewarding for your existing loyalty program members recently. If you haven’t then now is a good time to plan a little “surprise and delight” for your long-time members. Don’t skip out on tailoring the reward as best you can to individuals. Custom rewards have a greater impact on long-time loyalty members. This doesn’t have to be centered around any events like calendar holidays or anniversaries. Surprising your customers — “just because!” — is a good way show them your appreciation and that you value their participation in your program.


3. Are your communications still conveying information to your customers in a proactive way?


As your program grows your company might become excited to build out new features and enhancements that will improve your customers’ experience. However, you should make sure all changes big and small are communicated effectively to your customers. Consider from your customer’s point-of-view any changes in point values, new features, adding new rewards or removing old rewards; is any potential for confusion or disgruntlement?

Take the time to draft external communications informing your customers of the changes. Brainstorm a quick list of potential FAQs that could pop up and make sure you have clear and concise answers those FAQs. Some easy outlets for informing your customers of exciting enhancements are through an email newsletter, internal messaging through your platform, or social media announcements linking to a new landing page dedicated to the details. Your customers will appreciate the head’s up and the understanding that you’re aware of their questions and concerns.


4. Are your rewards still valuable to your customers?


Even loyalty programs need to stay relevant to changing trends. As your customer demands shift or don’t shift, you must make sure that your program remains valuable to your customer. Customers remain engaged in your program so they can take advantage of unique and meaningful rewards you offer to them. If the quality of your rewards starts to decline over time then customers will find fewer reasons to choose you over a competitor. Review your customer activity regularly and take note of what recent promotions and rewards really resonated among your customer base. Also, make sure to reach out for direct feedback from your customers through surveys. You can offer them a little incentive to participate in the form of a program reward.

If your loyalty program came out with a clean bill of health then you’re on the right track! If you find that one or more of these areas need a little TLC, then we can help!