Loyalty is a valuable quality when hiring. Loyalty program for customers: they will never leave you. Savings loyalty program

LOYAL

LOYAL

LOYAL , -aya, -oe, -flax, -flax. Keeping formally within the limits of legality, within the limits of a benevolently neutral attitude towards someone. L. man. Loyal attitude.

Dictionary Ozhegova. S.I. Ozhegov, N.Yu. Shvedova. 1949-1992 .

Synonyms:

See what “LOYAL” is in other dictionaries:

- [French, English loyal lit. faithful] formally keeping within the framework of legality, within the limits of a benevolently neutral attitude towards anyone, law-abiding. Dictionary of foreign words. Komlev N.G., 2006. loyal (French, English loyal lit. true) 1)… … Dictionary of foreign words of the Russian language

Loyal, devoted, trustworthy, benevolent, well-meaning, well-intentioned, well-meaning, loyal subject, neutral Dictionary of Russian synonyms. loyal, trustworthy, well-intentioned, well-meaning, well-meaning (outdated) Dictionary... ... Synonym dictionary

Franz. accessible, merciful, humane, philanthropic, friendly, noble and truthful, benevolent. Dahl's Explanatory Dictionary. IN AND. Dahl. 1863 1866 … Dahl's Explanatory Dictionary

loyal- oh, oh. loyal, e adj., English loyal. 1. Faithful current laws, decisions of authorities (sometimes only externally, formally). BAS 1. Such a policy system is recognized as the only honest (loyale) and natural. I. Aksakov 1 667. Based on... ... Historical Dictionary Gallicisms of the Russian language

Keeping formally within the limits of legality, within the limits of a neutrally favorable attitude towards someone or something. Dictionary of business terms. Akademik.ru. 2001... Dictionary of business terms

loyal- oh, oh; flax, flax 1) Outwardly remaining faithful to state power, keeping formally within the limits of legality. Loyal opposition. Loyal politician. Antonyms: hostile, disloyal 2) Testifying to such loyalty.… … Popular dictionary of the Russian language

loyal- ▲ hostile disloyalty correct attitude towards something; lack of hostility. loyal. | in peace (let go of # someone). tolerate. tolerant. ▼ trustworthy see show tolerance... Ideographic Dictionary of the Russian Language

loyal- Borrowing. in the second half of the 19th century. from English lang., where loyal “loyal” “faithful” French. loyal, going back to Lat. legałis "lawful, correct". See legal... Etymological Dictionary of the Russian Language

loyal- English – loyal (faithful). French – loyal. Latin – legalis (legal, correct). The original source is a Latin word, translated meaning “lawful, correct.” The French word loyal is derived from Latin. In the middle… … Etymological Dictionary of the Russian Language Semenov

LOYAL.- From English. language in the second half. XIX century English loyal loyal loyal is a Gallicism: fr. loyal lat. legalis legal, correct, derived from lex law... Sitnikov's Etymological Dictionary

Books

• Loyal client. How to Turn an Angry Customer into a Satisfied Customer in 1 Minute (MP3 Audiobook) by John Shoal. An angry client is ready to wipe both you and your company off the face of the earth - all because you served him poorly. Yes, you are not an angel and sometimes you make mistakes!.. However, the client who came with... audiobook
• Loyal Customer: How to Turn an Angry Customer into a Satisfied Customer in 1 Minute, John Shoal. An angry client is ready to wipe both you and your company off the face of the earth - all because you served him poorly. Yes, you are not an angel and sometimes you make mistakes!.. However, the client who came with...

According to a 2015 Colloquy Customer Loyalty Census study, on average, Americans are enrolled in 29 different loyalty programs. But only 12 of them actually use - accumulate or spend points throughout the year. It turns out that companies often waste money on organizing and maintaining loyalty programs: sales growth is not stimulated, and customers do not receive any benefits.

Marketing software developer HubSpot published a list of 7 loyalty program models that actually work on its blog. We present to your attention an adapted version of this material.

Simple point system

The most common loyalty program model is for customers who make frequent purchases to earn points that can be converted into some kind of reward. It could be a discount free item, special features that are not available to other customers - the main thing is that to receive a reward you need to score a certain number of points.

While it sounds simple enough, the reality is that creating links between virtual points and real rewards is not a painless process.

As a result, you can often see schemes like “14 points equal a dollar, and twenty “dollars” is a 50% discount on your next purchase in April,” which are extremely difficult to understand.

In order for customers to actually use a loyalty program, it is necessary to make the connections between points and rewards as simple and intuitive as possible. It must be remembered that this loyalty program format is only suitable for businesses that sell everyday goods that can be purchased frequently.

Example: Boloco restaurant maps

The American restaurant chain Boloco, famous for its burritos, issues customers special cards with which they can track all purchases. Every $50 spent earns you a free meal. It makes no difference what the visitor wants - a huge burrito or a small smoothie. This, and the fact that points are real dollars, makes it easier to understand the program, which is in significant demand.

Multi-level system to stimulate repeat purchases

Finding a balance between rewards that are realistically achievable and desirable for the client is not an easy task. To solve this problem, multi-level loyalty systems are used to encourage customers to make more purchases.

It works like this - at the beginning, for joining the program, the client is entitled to a small gift, subsequent purchases allow him to move to the next level, where the value of the prizes increases. This avoids a situation where users forget about accumulated points and do not use them because the time between the first purchase and the opportunity to receive a reward is too long.

The main difference with a regular points system here is the ability to extract short-term benefits from the loyalty program. This model works better for companies that do not sell the cheapest goods and services - for example, airlines, hotel chains or insurance companies.

Example: Virgin Atlantic Passengers Club

In addition to earning miles as usual, being a member of the Virgin Atlantic Flying Club allows members to earn special points. After joining the club, the user is assigned Club Red status, which can then be changed to Club Silver and Club Gold.

• Club Red - users earn miles on flights and receive discounts on car rentals, airport parking, and hotel stays.
• Club Silver - at this level, users are awarded 30% miles on flights, and also enjoy expedited check-in and priority boarding.
• Club Gold - holders of this status receive double miles on flights (60%), priority boarding and access to the airline's exclusive business lounges, where you can have a snack, drink and even get a massage before your flight.

It doesn’t look as simple as in the first case, so the company has developed a special table that makes it easy to figure out what benefits you can get from moving to the next level.

The whole point of such a loyalty program is to offer something tangible already at initial stage, and then entice the buyer with the prospect of a larger reward. When the client returns and moves to the next level, he will understand that gold status is within reach and is worth working for, given the benefits offered.

Advance payment for VIP privileges

In some cases, charging an up-front fee for access to benefits may be worthwhile, but to do so, buyers must clearly understand what benefits it will give them. The company can study the main difficulties that clients face when working with it and offer to solve them for a fee.

Such loyalty systems are well suited for companies that want to encourage regular purchases.

Example: Amazon Prime Free Shipping

How to evaluate the effectiveness of a loyalty program

Various approaches are used to evaluate the effectiveness of loyalty programs, but there are a number of general metrics that help in the assessment.

Customer Return Rate

This indicator allows you to understand how long customers stay with the company. The implementation of a successful loyalty program should help increase these numbers - the more loyalty program participants, the more average should be higher. According to the author of the book “Loyalty Effect” Fred Reichheld, a 5% increase in the return rate results in a 25-100% increase in company profits.

Negative churn

Churn rate tells you how many customers a company has lost. In turn, negative churn is a metric that describes customers who, on the contrary, purchased additional goods and services or switched to a more expensive tariff plan.

These figures help to understand the real state of affairs and compensate for natural churn, which cannot be avoided in any business. This metric is important for assessing the effectiveness of multi-tier loyalty programs.

Index consumer loyalty NPS

NPS shows the level of user satisfaction on a scale from 1 to 10 - this is the degree of likelihood that a person will recommend the company to someone else. The index is calculated by subtracting the percentage of brand critics (detractors - those who would not recommend the company) from the percentage of supporters (promoters - people who are willing to recommend it).

The fewer critics, the better. Figures over 70% are considered a good NPS indicator.

Customer Effort Evaluation

The CES (Customer Effort Score) indicator allows you to understand how difficult it was for them to solve their problem with the help of the company. Some believe that this metric is preferable to NPS because it is based on real experience client, not emotional assessments.

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Surely you know that attracting a new client costs 5-10 times more than retaining an existing one. And that is not all: average bill Regular customers, according to statistics, are 67% higher than new customers.

In modern commerce, retention and repeat sales are the main driver of growth. Most companies integrate loyalty programs to achieve these goals, but many of them don't think about what really matters to customers.

According to the Colloquy Customer Loyalty Census study, 13 out of 30 loyalty programs stop working within a year of launch. Companies waste time and money, and customers don't see the value in the "collect points and redeem them for a cap" offer.

To prevent your program from becoming a member of the “Looser-13” list, you should first familiarize yourself with the existing customer retention models on the market

Savings loyalty program

This is the most common model with very simple mechanics - regular customers accumulate points for their subsequent exchange for material benefits (discount, free goods, special offer etc.)

Despite the apparent simplicity this method, many companies manage to complicate the program so much that they themselves begin to get confused in it.

“14 points can be exchanged for 1 dollar, and twenty dollars accumulated is a 50% discount on your next purchase in April” - this is not a loyalty program, but a headache.

When implementing a savings system, remember that it should be simple and understandable. This model can be integrated into almost any B2C business, but it is best used where there is a high frequency of purchases.

Boloco's. Boloco Card loyalty program.

The American restaurant chain Boloco is known not only for its burritos, but also for its effective loyalty program. According to its rules, participants receive 1 free product for every $50 spent. It can be an extra-large burrito or a small smoothie. Boloco speaks to its customers in a language they understand, measuring points in dollars and dollars in products.

Multi-tier loyalty program

Finding a balance between the value of the prize and its achievability is the company’s main task when designing a loyalty program. Achieving this goal can be facilitated by the introduction of a multi-tiered model of customer retention and rewards.

By rewarding small prizes as the customer moves up the loyalty ladder to larger rewards, you keep their attention and interest in participating in the program.

The main advantage of a multi-tier model over a funded model is that the client derives both short-term and long-term benefits from it. The savings system is not so interesting to clients, because... The interval between purchase and goal achievement is usually too long, so often clients simply forget about the program.

Widespread this system in businesses with high commitment, such as airlines, hospitality and insurance companies.

Virgin Atlantic. Loyalty program "Flying Club".

Virgin Atlantics offers its passengers a tiered loyalty program that is quite common among airlines, which involves accumulating miles. Passengers are segmented by clubs: “Red”, “Silver”, “Golden”. Members of the “Red” club can exchange accumulated miles for car rental, parking and hotel payments. “Silver” members receive 50% more points on flights and have priority access at check-in. Gold members get double miles and access to VIP lounges.

Paid loyalty program

The purpose of a loyalty program is to strengthen the relationship between the business and the customer. Think about whether it would be better for you, instead of offering a small benefit for free, to give your customers more value, but at a certain cost?

Apple. Loyalty program “Not in this life, buddy”

Even the most loyal product buyers Apple do not receive discounts or prizes. The brand focuses primarily on a product and service that fully meets their requirements. target audience. Therefore, Apple's loyalty program can be called natural.

Finally

Many companies become hostage to their loyalty programs, even when it stops bringing results - they are afraid to cancel it. Marketers need to look at the intricate rewards and incentive systems to understand what provides real value to customers.

After reviewing these examples, you can begin the process of developing a program that will achieve your business goals and be of interest to your customers.

Looking at fans of Apple or Pepsi products, many businessmen dream of such love from their clients. One of important steps on the way to building such relationships is the creation of a well-thought-out loyalty program that will help earn the trust of representatives of the target audience.

Jeff Smith, CrowdTwist's director of marketing, recommends:

“To achieve consumer loyalty, brands need to deliver personalized messages on the channels that engage them. Create an emotional connection between the customer and the product.”

Here are five strategies to help you create an addictive loyalty program.

1. Create multi-level systems

This encourages consumers to change their habits by challenging them to compete for the ultimate prize - the opportunity to become part of a select group.

Research American market showed that 50% of respondents increased their spending or started buying another product to achieve a higher status in one or another bonus program.

Creating levels forces people to compete with each other. Alex McEachern, loyalty specialist, explains:

“Customers are eager to upgrade to the next level in your program because they want the added benefits and status that comes with them. It's human nature that we always want to know where we stand in society."

Here is an example from the experience of Best Buy. Clients can be at one of three levels. An easy-to-understand table shows what benefits you can get from each and how to get there.

Lindsay Colovich, content marketer at Hubspot, offers this advice to business owners:

“Offer people small bonuses for joining the loyalty program. And then encourage loyal customers to fulfill the conditions that allow them to move to the next level to receive greater rewards.”

Tempt your clients with more and more bonuses. This can be a powerful argument in the future when they choose who to contact.

2. Include social interaction

Humans are social creatures who enjoy communicating with each other. Capitalize on human instincts using social media.

For example, representatives of Starbucks on social networks ask customers to express their opinions on how to improve the level of service in coffee shops. The MyStarbucksIdea program lets you vote on other people's ideas so creators can see how popular their idea is.

Avoid situations where clients receive their bonuses and remain silent about it. Make it easy to share your joy with others!

3. Reward for more than just purchases

Research results indicate that American companies spend nearly $2 billion a year on customer loyalty, and the average household participates in 14 programs but is active in only six of them.

Creating and maintaining loyalty programs takes money and time. Plus, you'll have to compete for customer attention with several other brands. Differentiate yourself and you will have no competitors. Most companies limit themselves to awarding points when paying for goods.

A new trend is to offer bonuses not only for purchases, but also for other useful actions.

“Bulu Box” monthly rewards customers who write reviews and testimonials about products with bonus points. Thanks to the participation of these people, the company understands where it can improve and can communicate its products to more potential buyers.

The Walgreens’ Balance Rewards program is centered around the brand’s mission (“improving quality of life”). The company rewards those who choose healthy habits with points: running in the morning, monitoring their blood pressure or quitting smoking.

“The philosophy of the loyalty program is simple: reward customers for repeat business and sales will increase. This is a transparent and powerful strategy."

states Jed Williams and John Swonziger.

Customers need an incentive to purchase your product.. Give it to them, but don't stop at shopping bonuses.

4. Create unique bonuses

Now more than ever, consumers want recognition and prefer rewards based on tastes and preferences. In exchange for their loyalty, they seek access to exclusive products and experiences. Some of the best bonuses are designed by small business owners.

The FoBoGro store in Washington, for example, allows regular customers within 30 seconds, collect as many products as they can manage.

And Panera Bread surprises its loyal customers. They never know what bonus they will receive until the moment it is awarded. The restaurant chain’s website states: “Please show your card every time you visit our establishments. As soon as we understand what you like, we will definitely surprise you with a surprise.”

Coming up with a unique reward is not as difficult as it seems. Julie Cottinier, founder and CEO BrandTwist recommends adhering to three key principles:

• Encourage customers to share with others the history of their interaction with your brand.

• Offer them an opportunity deeper, wider or earlier access to its products.

• Think about a unique experience that will capture their attention.

A personal touch will make customers loyal to your brand.

5. Be mobile

A few years ago, customers carried their rewards cards in their wallets and purses. This worked, but implied a number of limitations (for example, it was easy to forget the card at home or lose it). Nowadays most people have smartphones. Keep up with the times!

Integrate your loyalty program with mobile devices.

Segment consumers by interests, location, and habits. This way you can establish communication with them and get additional profit.

Remind us about your bonus program. Offer additional discounts.
Don't ignore modern technologies. They will allow you to be on the same page with the buyer.

Loyalty for life

• Customer loyalty cannot be bought, it need to earn it.

• Build multi-level systems for consumer involvement.

• Offer bonus points not only for shopping.

• Create unique ways to rewards that will surprise your clients.

• Make your customers addictive!