25 factors for driving greater loyalty – Download the report from ICLP

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ICLP are presenting at this year's Loyalty World Conference in London focusing on "Bridging the Loyalty Chasm" Stuart Evans will be exclusively presenting the findings from their global consumer loyalty research study in association with Forrester Consulting at the event on 5th November.  Pick which seminars you would like to attend and register here.

With the loyalty landscape changing dramatically over the past 25 years, the future promises to be very exciting for brands looking to deepen and make more emotional connections with their customers.

The fast pace of technological change and the exponential growth in the ways customers can now engage with your brand means that it is no longer sufficient to deliver upon what your customers want today. As the legendary Steve Jobs once said: "You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new."

The past is not always an indicator of the future but it does contain a rich history of insights and learnings. With 25 years' experience in working with brands to positively motivate their customers across multiple industry sectors, on a local, regional and global basis, we have determined 25 of the key considerations for improving customer loyalty 3 of which include:

1. Embrace digital convergence

Understanding digital convergence and how using rich social data can generate gaining greater customer insight means that brands can give customers the personalised, interactive experiences that will consistently arouse their interest enough to earn their loyalty.

2. Redefine the meaning of valuable customers

Brands are having to work much harder to maintain a positive impact on purchase behaviour and continue to engage their more commercially valuable customers. However the value of social media influencers and peer recommendations is increasing so it is vital to also cultivate the business opportunity presented by these online and mobile advocates. Look again at your definition of "valuable" customers to determine and invest in the most appropriate strategy for nurturing them both now and in the future.

3. Foster more fun and enjoyment

The game has become an acceptable vehicle to drive engagement on a more informal level. Gamification is also being used within traditional loyalty programmes such as Priority Club Rewards' "Win it in a Minute" trivia game and American Airlines "Penalty Challenge." The next generation of loyalty programmes must focus on generating more consumer emotion – creating games that are involving and exciting, stretching the brand into other areas of the customer lifestyle.

Download our free insights report to read all 25 considerations including case studies and find out:

  • Successful strategies for inspiring deeper customer engagement
  • How to harness technology and interactivity to get closer to your customers
  • Key considerations for improving loyalty globally and locally

DOWNLOAD THE FULL REPORT NOW: 25 factors for driving greater loyalty

Like what you've read? ICLP are presenting at this year's Loyalty World Conference in London focusing on "Bridging the Loyalty Chasm" Stuart Evans will be exclusively presenting the findings from their global consumer loyalty research study in association with Forrester Consulting at the event on 5th November.  Pick which seminars you would like to attend and register here.

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