With a new year upon us, goals are being set, resolutions committed to, and change is in the air. If you’ve been settling with a loyalty program that is well past its prime, there is no time like the present to commit to something better.
Not sure you’re ready to officially to make the jump? We’ve collected top tell-tale signs it’s time for a loyalty upgrade to help you decide:
Your technology architecture limits personalized experiences.
Consumers want personalized experiences and they want them now. In fact, according to Accenture’s 2018 Personalization Pulse Check, 91% of consumers are more likely to do business with a company that offers personalized experiences.
Not only do experiences need to be personalized, they need to be personalized in real-time, because consumers expect instant gratification. Forty eight percent of consumers have left a brand’s website and purchased from a competitor due to a poorly personalized experience, according to Accenture. Speedy segmentation capabilities that can keep pace with the “instant gratification” consumer is an absolute necessity. Your loyalty program and technology need to be able to keep up or you risk missing out.
You’re not the mobile friendliest.
There is no longer any excuse for delivering a poorly designed application, or worse, offering mobile functionality that simply does not work. The fallout of a such a crime goes far beyond annoyed customers. Consumers can now voice their opinions across channels (social media, comment sections, review sites, etc.) for all your customers and potential customers to see and judge.
If your mobile is feeling outdated by requiring a separate login or embedding web pages rather than creating a truly mobile experience, you’re likely not meeting mobile expectation, which could harm your brand image. Research has proven consumers would engage more with loyalty programs that make rewards information mobile-friendly. Your loyalty solution should include native integrations for iOS and Android and provide a rich set of Application Programming Interfaces that allow sign up, account management and a full set of engagement features to create a winning mobile experience.
Your integrations are “a heavy lift” and don’t quite connect the dots.
If your loyalty solution can’t be easily integrated with the other technology and systems you use, the result is slow responsiveness to market and customer needs. That means poorly structured integrations don’t just slow your team down, it slows down your most loyal customers. If your current system does not allow for easy integration, you’re not alone, Gartner’s L2 2017 Intelligence Report on loyalty found only 18 percent of brands incorporate loyalty features beyond program information.
New integrations should not be an ordeal each and every time, if it’s taking more than days or (in some circumstances) weeks to complete it’s time to talk to your solution provider. They should have a rich set of integration features and be able to integrate with any other system or technology you use in either real time or batch. If your current system does not allow for easy integration, it’s time to move on.
If any (or all) of these struggles sound a little too familiar, the time to start thinking about upgrading your loyalty program is yesterday. If you’re still not sure, test your loyalty program’s status with this complimentary Loyalty Report Card or send us a note. We’d love to talk to you about ways to step up your loyalty solution in 2019 and beyond.