Papering over the cracks with a Loyalty Programme

Dec 11, 2023

Expecting customers to love you and your brand just because you have a great loyalty programme is a more common situation than you’d ever expect to find.

Great products and great services are not enough, emotional engagement is now a hallmark of real customer loyalty. Creating emotional value for your customers involves tapping into the customer's feelings. A good test for any organisation is to ask your customers one simple question; “what’s the one word that comes to mind when you hear the name of our brand”?

The five basic pillars of success for creating emotional value are:

1. Exceptional Customer service

When customers feel heard, respected, and well taken care of, they form a strong emotional bond with your brand. Train your employees to go the extra mile, address customer concerns promptly, and make each interaction a positive experience. Listening and empathy are key elements of exceptional customer service that can foster strong emotional connections.

2. The Brand story

Your brand's story can arouse emotions that resonate with your customers and prospective customers. Share your journey, your values, and the mission of your company. Highlight stories of how your products or services have positively impacted customer’s lives.

3. Personalisation

Tailoring your communications and your offerings to meet individual customer needs and preferences can significantly enhance emotional value. Use data and insights to understand your customers better. Send personalised recommendations, offer exclusive deals, or provide custom-made products or services. Remember their birthdays and anniversaries and send them something special. These are some of the things you can consider implementing. When customers feel that you understand and cater to their unique requirements, they become emotionally invested in your brand.

4. Create a Sense of Belonging

As humans we have a need to belong, it’s one of the most powerful human traits. Creating a community around your brand can foster a sense of belonging and generate an emotional connection. Consider creating online forums, social media groups, or events where customers can interact with each other and with your brand. Encourage discussions, shared experiences, and user-generated content. By facilitating these connections, you can transform your brand.

5. Social Responsibility

Customers increasingly align themselves with brands that share their values. Demonstrating ethical practices and social responsibility can create a deep emotional connection. Engage in sustainable business practices, support charitable causes, and communicate your commitment to making the world a better place. When customers see your brand as a force for good, they'll feel proud to be associated with you.

Creating emotional value is a strategic imperative if you are looking to create a loyal customer base.