The development of loyalty programs

With a partial view of the development of loyalty programs for customers, it is easy to see why 'many programs based on best not to provide what the customer actually wants.

According to the Turkish tour guide led us around the ruins, the first documented case of "loyalty" was recorded at Ephesus AD (age Turkey) in the second century. Oil traders streets fill with the client free of an amphora in five times and the customer is special stonesMark each of the purchases in the first quarter

Apocryphal? Who knows? It 'clear, however, that traders were forms of customer loyalty for centuries to promote the use of discounts, "buy one get one free punch cards and other offers.

debuted in 1970, the first airline frequent flyer programs. At that time, was a good way to get people to choose one company to another. As more and more airlines jumping on the train jumped the loyalty,Miles and more people gather in various programs to start, but the lines were. If someone tries to earn miles on a program to fly with another airline take a negative decision against himself (or her).

The natural human reaction: Join other loyalty programs.

See the sign-up and evolution, the book rental cars, hotels and others in the travel industry into turmoil. What were the major retailers such as Zellers, underThe shops, chain coffee shops, sales of video stores ... His name is now, and probably some sort of loyalty program. Here you will find online programs such as MyPoints, eBates and others that rewards loyal shoppers. There are also non-profit services such as mail and SchoolPop iGive.com have been created, have integrated mechanisms to maintain.

The result is that today over 80% of Americans in at least one loyalty program *. A thirdtwo or more - and a whopping 10% of Americans are currently involved in more than 20 loyalty programs.

After the speeches, the average American: 14.1 programs. The Canadian average is 17.5. Not surprisingly, given the proliferation of these programs. In Europe, the figures are lower, but growing, although still there. According to both Forrester Research and META Group, the tendency of people to participate in these programs should not diminish in the near future, despiteThe reduction in the perceived value of the average consumer.

Why? In our parents 'and grandparents' day ', the loyalty program "was actually the store service available. He built relationships with loyal customers and took advantage. When the family of Mrs. Smith was the' entrance to the East Coast, has that the order of his father's favorite lamb. When the daughter of Blanca married, went with a special ink that is used in bags for the race.When Mr. Green was injured at work, shopping, bag of 50 kg of law brought home because he knew that the children of the Greens, just 2-3 years. As for the bones of beef, have always been for those of Coxwell Collie saved.

Customers were loyal to the institutions that have been identified and treated as special.

For a time, we expect North America moved away from this type of special service of personal and individual, but the pendulumBack.

Today, consumers understand that companies can track orders and monitor what happens to a society, there is a desire to return to the corner store in the previous survey.

The advent of social media tools increasingly expectations and operators need to rethink how they use their frequent flyer programs for these programs are effective.

Today, a loyalty program based on formal ...

• Capturecustomer demographics, transaction data and preferences. The systems must be developed to allow easy data analysis, and marketing initiatives, should be used accordingly;

• Use the information to better understand customer behavior and preferences to improve the product offering personalized service and create meaningful relationships with customers;

• adequate financial support and personnel to provide customersBenefits - The benefits will really help to influence customer behavior;

• with personalized services and / or packages and / or communication, to meet the specific needs of each client and cluster groups

• provide specific services for the best customers.

It 's funny, but as technology becomes more advanced, we see a return to the time the customer service ... systems and dealers who recognize and implementedoffer this level of customer service will be better able to capitalize on what is happening in the market.

(Says * This number is difficult to quantify, but Jupiter Research, there were 75%, the research group Q, 85% and other studies show values between 80% - 90%. Regional and demographic differences into account differences in bias statistics, but most operators agree that 80% is a reasonable figure.)

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