Chapter 3 - Create a Customer Program that Excites and Delights
Research shows that it is becoming increasingly difficult to retain existing customers while attracting new ones. In a well-designed customer program, the customer should feel recognized and valued.
Remember that customer clubs are only successful if your members experience the benefits they value. Therefore, it is important to delight and surprise them. So how do you do that?
Delight by:
Rewarding your loyal, steady customers.
Highlighting your strengths in direct dialogue with customers.
Understanding what your customers would like to receive or what they value.
Ensure that through the customer program you contribute to being chosen more often.
Increase the switching cost for customers. Make it difficult for the customer to choose a competitor.
Surprise by:
Speaking directly to your customers based on what you know about them.
Create a relevant dialogue based on insight, especially their interests and purchasing data.
Give your loyal, steady customers a good deal, or tell them what they can achieve through the customer club.
Talk to your best customers – find out why they buy from you and what it takes for them to buy more.
It is important to map out the customer’s interests and purchasing patterns.