Any web or computer-based tool meant for tracking and improving customer value after they purchase from your business. Since the customer loyalty evolves with the market and modern technological advancements, keeping the attention of your existing customers and maintaining their loyalty requires more dedication than ever. The traditional point-systems and loyalty card programs prove effective still, but the new types of interactions arising between consumers and brands will begin to affect these older methods.
Most consumers connect to the internet all day, every day. They browse the web for entertainment, perform vital work duties, and shop all from their laptops or mobile devices. All of these interactions mean potential customers may come in contact with your website without any intention of buying at all. They just need something to do to kill time until five or they prefer to consume your business’s content rather than products or services.
In the latter case, if you would be wasting money by dedicate funds to incentivize the content-consumer who, usually, is much too far down the sales funnel to be a buyer. Finding ways to reward non-purchase behaviors, like recognizing the user on social media or offering them exclusive, downloadable content keeps them engaged and keeps your business visible and credible. A coupon or point-system does not work for these kinds of consumers, so you need to look to more modern methods of responding to these dedicated users.
What to Look For in a Great Consumer Loyalty Management Software Program
A consumer loyalty management software program helps you to reward non-purchase behaviors and instill loyalty in users who may turn into buyers at a later date. Even if they do not end up buying your products or using your services, the traffic they generate turns into immediately valuable recognition of your trustworthiness and expertise within your industry. When choosing a loyalty management software, take into account the following features and how your business may benefit from them.
Customizing and Structuring of Rewards
Structuring your rewards tier to honor loyal, non-purchase behavior does not need to be complicated. Granting access to limited-time or special content and the awarding of unique badge icons and statuses are good examples. Ensure your Pathwwway consumer loyalty software lets you customize a user’s rewards by how they interact with your business as well as the type of loyalty you want to promote.
Game-based loyalty campaigns emerged in the last several years as millennial generations grew up and entered into the marketplace as consumers. Game elements drive users both young and old to engage in specific behavior you define through the rules of the game. Whatever incentives you choose to offer, find a software program that makes the oversight of your loyalty rewards straightforward and intuitive to better stand a chance of being used by your employees and your customers.
Omnichannel, or seamless experience, accessibility simply means customers can get to their loyalty rewards and the features through the three biggest channels, in-store, on mobile, and online. Customer expectations are at an all-time high and only increased with online with interaction while remaining high with the in-store experiences. The mobile aspect took precedence in recent years. An omnichannel experience would be a customer opening their email on their phone for the cashier in your store to scan the coupon they received through email.
Pick a consumer loyalty management software that will integrate with the systems already in your business’s computer network. The software needs an API to integrate with your chosen content management system (CMS), like WordPress, or you will need a lot of help from the vendor to install the program. Take a look at the social media integration as well to see if customers can log-in to the loyalty management program through their social profiles. It allows you to give out rewards through social media channels as well. The same applies to email integration, so you can easily send coupons or other rewards to loyal customers.
The software should also quickly and effortlessly integrate with your preferred customer relationship management system (CRM). By integrating with your CRM, the software adds to your customer information and lets you track reward behaviors along with site traffic and other important marketing metrics.
An analytics feature in your customer loyalty management software goes a long way to obtain useful data and insight into the behavior of both purchasing and non-purchasing users. It lets you create customer profiles to better understand and market to your target audience. The type of analytics varies per software, so be sure to know what you want to track prior to buying the program.
Web-based management software captures every bit of data about how visitors behave on your website, how often they mention your business on social media, and when they make their purchases. A card-based program generally collects a narrower set of results, but certain ones come with more robust loyalty software.
Return on Investment Measurement
Measuring your return on investment (ROI) has almost always been restricted to the incremental model where your business gives out incentives or rewards and then you wait to see which customers respond over a designated period of time. Analytics help measure your ROI through Pathwwway consumer loyalty management software.
The data normally appears as an uplift model which pits a control group of non-loyalty members against the paying and non-paying customers involved in your loyalty program. This type of model lets you measure the true impact of the independent variable, your rewards or incentives in this context, against the control group, normal buyers without any incentives.
Some of the best consumer loyalty management software includes an uplift model for measuring ROI as a standard feature, while others allow you to build one yourself. This model requires a few months to prove its value, but the data generated informs you exactly which incentives and rewards convert the most customers and provide the highest ROI.