What Is Loyalty Management?
Loyalty management is an important component of customer relationship management (CRM) and refers to the strategic planning, implementation and management of programmes for long-term partner and customer retention. It includes measures to reward customer loyalty, providing incentives for repeat purchases.
Due to constantly changing customer needs and an increasing number of touchpoints and communication channels, you need effective loyalty programmes to stick in people's minds. This enables you to meet individual requirements and respond quickly to changes in your customers' purchasing behaviour.
The Right CRM Solution as the Basis for Effective Loyalty Management
To maintain partner and customer relationships and efficiently record and manage all the necessary information, you need the right CRM solution. Gain insights into a wide range of providers and systems in our free »Selecting Customer Relationship Management Software« white paper.
Why Are Loyalty Programmes Important for Your Company?
Loyalty management helps retain your target audience in the long term. Loyal customers:
- have already placed trust in your company and make a conscious decision to buy from you.
- are, on average, willing to pay more money for your products than new customers.
- recommend your company as well as your products and services to others in their environment (word-of-mouth marketing).
Use loyalty programmes such as loyalty clubs to create unique customer experiences and incentives that encourage regular interaction with your company.
Benefit from the knowledge of our loyalty experts and our experience as a CRM agency.
Offer your target audience memorable experiences to build long-term partner and customer relationships and ensure your company's success.
Benefits of Loyalty Programmes
Strengthen Customer Loyalty
With a suitable loyalty reward, you deepen the bond with your target audience. Loyal customers have a high level of trust in your company and prefer it to unknown brands.
Improve Customer Satisfaction
By fulfilling customer needs and motivating your target audience with loyalty rewards, you increase customer satisfaction and brand affinity.
Cut Costs and Save Time
Retaining existing customers is cheaper and less time consuming than acquiring new ones. Keep your sales on track and conserve resources with loyalty management.
Bring About Recommendations
With rising customer satisfaction and growing trust, you increase the likelihood that customers will recommend you to relatives and friends.
Boost Your Sales
Loyalty programmes help you foster your target audience's loyalty and encourage repeat purchases. The result is higher customer loyalty, which increases your company's profits.
Create a Tailor-Made Loyalty Programme
Use modern loyalty tools to set up a loyalty programme that meets your needs and the expectations of your target audience.
Successful Implementation of a Loyalty Programme
Developing the Right Strategy
Your Challenge
You want to establish a loyalty programme, but are not sure:
- whether it is the right approach?
- which one suits your company?
Our Solution
Benefit from a personalised consulting session on the topic of loyalty management:
- Assessment of your requirements
- Definition of the right goals
- Evaluation of various loyalty programmes
Using Your CRM System More Effectively
Your Challenge
You are already using a CRM system to collect customer data. You might now be wondering:
- How can you use this data for a tailor-made loyalty programme?
- How should points be collected and redeemed?
- What value should be assigned to them?
Our Solution
Once the groundwork has been laid, we support you in:
- selecting the right loyalty management solution.
- developing a suitable customer loyalty strategy that is tailored to the needs and behaviour of your target audience.
Gearing Rewards to Your Target Audience
Your Challenge
You want to constantly encourage your customers to make purchases. To do this, you need rewards that match both your target audience and the number of points achieved as part of your loyalty programme.
- But which rewards are most suitable?
- Is it discounts, gifts, services or other personalised rewards?
Our Solution
Together with you, we establish:
- a tailored points system.
- milestones to be achieved.
- targeted communication across various channels.
Examples of What Your Loyalty Programme Could Look Like
- Membership Rewards: Give back to your target audience when they increase their purchase volume. With each additional purchase, they receive points – and once a certain number of points has been reached, they move up a tier. There are more benefits for your customers with each tier.
- Referral Programmes: Offer your target audience valuable rewards when they refer new customers to you.
Our Loyalty Management Services
Before the Implementation
- Analysis of your business processes and system landscape
- Assessment of your requirements and definition of specific goals
- Development of a customer loyalty strategy tailored to you and your target audience
- Advice on systems and integration options
During the Implementation
- Execution of your strategy with the right loyalty management solution
- Implementation of the loyalty programme as part of your system landscape
- Migration of your existing data
- Training of your teams in using the loyalty management solution
- Support with the actual use and additional configurations
- Further optimisation of your processes with regard to user experience design, business intelligence consulting and more
- Interface-based integration of your system components through iPaaS and application programming interface (API) management (if required)
Loyalty Management: Which Companies Should Consider Loyalty Programmes?
Companies of all sizes benefit from loyalty programmes. These schemes help build long-term partner and customer relationships, boost satisfaction levels and encourage referrals. The key to lasting business success is strengthening customer loyalty through personalised offers and rewards tailored to individual needs.
Loyalty Management in B2B and B2C
Building close relationships with customers and winning them over in the long term is as important in B2B as it is in B2C. In both cases, you meet people whose needs and preferences you want to understand. For this reason, there are no specific measures, which means that loyalty programmes are all quite similar. However, the rewards can be different.
While B2C companies often reward their target audience with discounts and small gifts, you can motivate your B2B partners with benefits such as:
- access to exclusive events.
- co-marketing funds that benefit both your company and that of your partner.
- participation in training courses and webinars.
How Can You Measure the Success of Your Loyalty Programme?
You can measure the success of a loyalty programme using various key figures. These include, for example, customer retention rates, sales growth, customer lifetime value, average order value and referrals.
It is important to regularly monitor the performance of your loyalty programme and make adjustments based on these metrics. Benefit from the support of our loyalty experts.
We Work with Strong Partners in the Field of Loyalty Management
Salesforce Loyalty Management
Salesforce offers an easy-to-use interface that allows you to set up and manage your loyalty programme.
Integrate Salesforce Loyalty Management into your existing platform with Salesforce Marketing Cloud or Salesforce Service Cloud. Simplify collaboration between your teams, e.g. marketing, IT and sales, and create unified profiles of your target audience with the AI-powered CRM platform Salesforce Customer 360.
Salesforce Loyalty Management can also be connected to other systems using APIs. Collect your users' data efficiently, create personalised and dynamic loyalty programmes and embed customer loyalty throughout the entire customer experience.
Emarsys
With Emarsys, the loyalty management solution from SAP, you can create personalised loyalty programmes that actively promote customer loyalty. Using pre-built tactics that you can easily launch, you can encourage your target audience to participate in your loyalty programme.
You can also monitor the business impact of your campaigns and identify trends as well as patterns in user behaviour thanks to ready-to-use loyalty dashboards.
Moreover, Emarsys offers extensions in the form of third-party systems to optimise your strategies and tailor the solution to your individual needs.
FAQ – Frequently Asked Questions About Loyalty Management
Why is loyalty management important for your company?
With the help of effective loyalty management, you can increase customer loyalty and satisfaction. Loyal customers tend to make more purchases, spend more money and recommend your company to others. This results in long-term customer relationships that contribute to solid sales figures and a positive brand image.
What roles do technology and data analysis play in loyalty management?
The use of loyalty management software and the analysis of customer data enable you to gain a holistic understanding of your target audience and their purchasing behaviour. You can use this information to create personalised offers and carry out targeted marketing campaigns aimed at strengthening customer loyalty.
How can loyalty management further improve your communication with customers?
A loyalty management solution allows you to personalise your approach by analysing the needs and preferences of your target audience in detail. You can, for example, deliver targeted notifications, collect feedback, conduct surveys and send anniversary greetings. This helps you find out what information is relevant to the members of your loyalty programme and what measures you can take to gain their attention even faster.
Do you want to learn more? I'm looking forward to hearing from you!
