Loyalty marketing: all customers are different
Most organisations intending to develop their customerloyalty start with the implementation of a CRM application or the introduction of a client card. Unfortunately, these efforts usually do not lead to the desired result. Loyalty Lab takes a different tack. The success of a loyalty marketing programme is determined by a well-considered approach to a company’s interaction with (potential) customers. In our approach, the infrastructure and means derive directly from the objective, nature and structure of the marketing chain. Each customer phase entails different targets and requires specific data, specific communications and specific communication means.
Take the following customer actions as an example: an information request or a concrete purchase. In essence, both actions are of equal importance, with the only difference being the steps that are subsequently taken. In the case of the information request, the next step is to convince the customer to purchase a product or make a transaction. In the case of an actual purchase, it is a matter of staying in contact and stepping up the frequency of purchases. In both cases, there is ample opportunity to influence the customer process to your advantage. By following a structured step-by-step plan in the form of contact programmes and consistent recording of the results, you can ensure that the process is managed purposively and efficiently – with maximum returns as a result.
Loyalty Lab has strong insight into customer processes and specialises in the organisation and implementation of tailor-made, successful loyalty marketing processes. We offer a full range of services, from the development of a strategy and the design of client contact programmes and IT infrastructure to the full implementation, execution and monitoring of programmes. This is what we call ‘Marketing Service Providing.’