Step 6. Program Design
There are many aspects to designing an effective customer loyalty program – from mapping the member journey to selecting the software you’ll use to manage it. Success depends on each one of these areas working in harmony.
Map the Member Journey
No matter how enticing your rewards are, people won’t engage with your program if it’s difficult to access them. Carefully map the member journey, removing unnecessary steps or friction to provide a seamless experience. Avoid overwhelming members with options when they log in to your program. Aim for a simple and intuitive user interface (UI) that’s easy to navigate.
Decide the Basic Reward-earning Mechanics
Aside from earn and burn mechanics, customer loyalty programs support various promotions, contests, and campaigns. Weaving them into your program keeps existing customers engaged and attracts new ones looking for the best deals.
As you create your customer loyalty program, consider which promotions are the right fit for your customers. Would they prefer the instant gratification of a gift-with-purchase promotion? Do they respond to personalized social media campaigns? Or do they prefer the thrill of instant win opportunities combined with a final grand prize sweepstakes?
Identify the Potential Integrations Required
List the systems that must connect to your loyalty program to function correctly. The exact makeup of your underlying tech stack depends on several factors, including your program structure, entry methods, and marketing channels.
Common technologies include:
- Point of sale (POS) systems
- Receipt processing tools
- Ecommerce apps
- Customer relationship management (CRM) solutions
- Customer data platform (CDP) solutions
- Enterprise resource planning (ERP) systems
Choose Your Customer Loyalty Platform
Choosing the right customer loyalty platform can make or break your program. Enterprise loyalty solutions enable you to customize and manage every facet of your program from one place. They allow you to layer earn-and-burn mechanics, tailor offers to different segments, measure progress against your KPIs, and more.