{"id":1235,"date":"2022-03-15T12:36:12","date_gmt":"2022-03-15T12:36:12","guid":{"rendered":"http:\/\/yhs.uyx.mybluehost.me\/en\/?p=1235"},"modified":"2024-11-20T10:49:26","modified_gmt":"2024-11-20T10:49:26","slug":"customer-loyalty-programs","status":"publish","type":"post","link":"https:\/\/www.zenloop.com\/en\/blog\/customer-loyalty-programs\/","title":{"rendered":"Customer Loyalty Programs"},"content":{"rendered":"<section         class=\"block-hero  margin-bottom padding-both\" style=\"background-image:url('');\" id=\"\"\n>\n\t<div class=\"container\">\n\t\t\n\t\t\n\t\t<div class=\"grid \" style=\"grid-template-columns:1fr 1fr\">\n\t\t\t<div class=\"col flex-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h1>Customer Loyalty Programs<\/h1>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h4>Simple Steps to Success<\/h4>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p >The customer loyalty program boom seems unstoppable. Every month, Marketing departments from retailers in every industry launch their own customer loyalty program. This is no surprise\u2014after all, this is not only an excellent way to collect data, but also to make shopping more emotional for the customer through personalized communication.<\/p>\n\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"col flex-center image-side \">\n\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"314\" src=\"https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/Kundenbindugsprogramme-Header.svg\" class=\"attachment-full size-full\" alt=\"Customer Loyalty Programs\" \/>\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n<\/section>\n\n<section         class=\"block-contents  small-margin-bottom no-padding\" style=\"background-image:url('');\" id=\"\"\n>\n\t<div class=\"container\">\n\t\t<div class=\"contents-area\">\n\t\t\t\t\t\t\t<h3>Table of Contents<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<ol>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>\n\t\t\t\t\t\t<strong class=\"main-section\"><a href=\"#RecognizingCustomerValue\">Recognizing Customer Value<\/a><\/strong>\n\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>\n\t\t\t\t\t\t<strong class=\"main-section\"><a href=\"#DevelopingandImplementingCustomerLoyaltyConcepts\">Developing and Implementing Customer Loyalty Concepts<\/a><\/strong>\n\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>\n\t\t\t\t\t\t<strong class=\"main-section\"><a href=\"#TheDifferentTypesofCustomerLoyaltyPrograms\">The Different Types of Customer Loyalty Programs<\/a><\/strong>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>\n\t\t\t\t\t\t<strong class=\"main-section\"><a href=\"#ChoosingtheRightMeasureforCustomerLoyalty\">Choosing the Right Measure for Customer Loyalty<\/a><\/strong>\n\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>\n\t\t\t\t\t\t<strong class=\"main-section\"><a href=\"#ControllingCustomerLoyaltyPrograms\">Controlling Customer Loyalty Programs<\/a><\/strong>\n\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ol>\n\t\t\t\t\t\t\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n<section         class=\"block-blog-section  no-margin small-padding-bottom\" style=\"background-image:url('');\" id=\"\"\n>\n\t\t<div class=\"container\" id=\"RecognizingCustomerValue\">\n\t\t<h2 class=\"section-title\">Recognizing Customer Value<\/h2>\n\t\t\t\t\t\t\t\t<div class=\"grid\" style=\"grid-template-columns:\t2fr 1fr\">\t\t\t\t\n\t\t\t\t<div class=\"col \">\n\t\t\t\t\t<p>First of all, a company should ask itself how profitable new investments really are. What costs does reaching a goal entail? Companies can answer this best when they know their customers\u2019 value. Defining this figure is often tricky to do, especially when it comes to existing customers\u2014which is why many companies focus on new customer acquisition. For example, when a new customer buys a car, the result is relatively easy to measure. Whether the same customer buys another vehicle from the same manufacturer ten years later, however, is often difficult to tell\u2014even with properly managed CRM!<\/p>\n<p><strong>&#8220;It is five times more expensive to acquire a new customer than to keep an existing one.&#8221;<\/strong><\/p>\n<p>\u2013\u00a0<a title=\"Zur Quelle\" href=\"https:\/\/www.wirtschaftswissen.de\/marketing-vertrieb\/werbung\/kundenbindung\/kundenbindungsprogramme-in-vier-schritten-zum-erfolg\/\" target=\"_blank\" rel=\"noopener\">VNR Verlag f\u00fcr die Deutsche Wirtschaft AG<\/a><\/p>\n<p>Because new customer acquisition requires much higher investments compared to retaining existing ones, customer loyalty programs are becoming increasingly popular. When a company is aware of its customers\u2019 value, then it should set strategic goals to drive active customer loyalty and also provide the special service associated with it. With the clarification that these goals bring, it is<strong>\u00a0relatively simple to develop a customer loyalty concept for use on the\u00a0<a href=\"https:\/\/www.zenloop.com\/en\/blog\/touchpoints-identify-and-improve\/\">customer journey<\/a><\/strong>.<\/p>\n\n\t\t\t\t\t\n\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<\/div>\n<\/section>\n\n<section         class=\"block-blog-section  no-margin small-padding-bottom\" style=\"background-image:url('');\" id=\"\"\n>\n\t\t<div class=\"container\" id=\"DevelopingandImplementingCustomerLoyaltyConcepts\">\n\t\t<h2 class=\"section-title\">Developing and Implementing Customer Loyalty Concepts<\/h2>\n\t\t\t\t\t\t\t\t<div class=\"grid\" style=\"grid-template-columns:\t2fr 1fr\">\t\t\t\t\n\t\t\t\t<div class=\"col \">\n\t\t\t\t\t<p>Defining company-specific goals is fundamental for the successful development of a customer loyalty concept. As the name suggests, the goal of customer loyalty programs is to\u00a0<a href=\"https:\/\/www.zenloop.com\/en\/blog\/retention-hub\/\">bind customers to the company<\/a>. An increase in customer loyalty, though, may bring with it further strategic goals that differ depending on the company. Examples could be:<\/p>\n<ol>\n<li><strong>Increasing sales<\/strong>\u00a0<strong>values<\/strong>\u00a0through higher purchase frequencies and shopping cart values<\/li>\n<li><strong>Acquiring new customers<\/strong>\u00a0through the recommendations of existing satisfied customers<\/li>\n<li><strong>Keeping existing customers<\/strong><\/li>\n<li><strong>Raising product, brand, or company awareness<\/strong><\/li>\n<\/ol>\n<p>If these goals can be defined, then it\u2019s time to<strong>\u00a0develop a suitable customer loyalty concept<\/strong> to drive them. Your concept should be based on both your objectives and the target group. To get off to the right start, step one of your strategy should be to define what exactly you want your customers to be loyal to. Is it a product, sales channel, brand, or the entire company? When Management has determined the goal, it is then relatively easy to develop a suitable program. A company can choose between a wide range of programs and measures, each focusing on a different mix of objectives, target groups, and purposes. Generally, it is based on one of these open questions:<\/p>\n<ul>\n<li>What does CRM data reveal about our customers, and how can we use it for targeted approaches?<\/li>\n<li>How will we obtain further customer data and then successfully use it in our systems?<\/li>\n<li>How does a customer loyalty program fit into our corporate strategy and philosophy?<\/li>\n<li>What measures has the competition taken, and what measures are appropriate for our target group?<\/li>\n<li>What services and support should be offered, and over what period of time?<\/li>\n<li>What price are we willing to pay, and what are our goals?<\/li>\n<\/ul>\n\n\t\t\t\t\t\n\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<\/div>\n<\/section>\n\n<section         class=\"block-blog-section  no-margin small-padding-bottom\" style=\"background-image:url('');\" id=\"\"\n>\n\t\t<div class=\"container\" id=\"TheDifferentTypesofCustomerLoyaltyPrograms\">\n\t\t<h2 class=\"section-title\">The Different Types of Customer Loyalty Programs<\/h2>\n\t\t\t\t\t\t\t\t<div class=\"grid\" style=\"grid-template-columns:\t2fr 1fr\">\t\t\t\t\n\t\t\t\t<div class=\"col \">\n\t\t\t\t\t<p>There are only really three different types of customer loyalty programs, each combining their own mix of\u00a0<strong>loyalty (bonus programs), emotion (personal approach),\u00a0<\/strong>and<strong>\u00a0rationality (price\/service offers)<\/strong>.<\/p>\n<p><span style=\"font-weight: 400\"><strong>Related:<\/strong> <\/span><\/p>\n<p><a href=\"https:\/\/www.zenloop.com\/en\/blog\/five-types-effective-customer-retention\/\"><span style=\"font-weight: 400\">A guide to different customer retention types<\/span><\/a><\/p>\n\n\t\t\t\t\t\n\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<div class=\"blog-sub-section\" id=\"\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"section-title\"><\/h3>\n\t\t\t\t<div class=\"grid\" style=\"grid-template-columns:\t2fr 1fr\">\t\t\t\t\t\t\t\n\t\t\t\t\t<div class=\"col \">\n\t\t\t\t\t\t<h3>Bonus Programs<\/h3>\n<p>The most common customer loyalty program is through the use of bonuses, designed for\u00a0<strong>both on- and offline<\/strong>\u00a0use. A simple example of an offline program is the collectible cards, distributed at the baker&#8217;s or caf\u00e9. After a qualifying purchase, you receive a stamp or sticker on the discount card.\u00a0<strong>Once a pre-defined number of purchases have been made, the customer receives a bonus<\/strong>\u2014perhaps a free coffee in the case of the caf\u00e9 or a check over of your glasses at the opticians. One kind of bonus programs are the\u00a0<strong>single-partner programs<\/strong>\u00a0issued by one or a group of companies.\u00a0<strong>Multi-partner programs<\/strong>, on the other hand, can have an issue but offer loyalty bonuses to selected partners beyond that.<\/p>\n<p>Examples: Lufthansa Miles &amp; More program, McCaf\u00e9\u00ae collective pass, bonus cards from the bakery or hairdresser<\/p>\n<p><strong>Advantages<\/strong>:<\/p>\n<ul>\n<li>easy and inexpensive to implement<\/li>\n<li>are also suitable for smaller companies<\/li>\n<\/ul>\n<p><strong>Disadvantages<\/strong>:<\/p>\n<ul>\n<li>with offline bonus programs, companies usually cannot collect meaningful customer data<\/li>\n<li>making personalized offers only partially possible<\/li>\n<\/ul>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t<div class=\"col flex-center\">\n\t\t\t\t\t\t<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1240 size-full\" src=\"https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/Slider-Article-1-Kundenbindungsprogramme-Bonusprogramme.svg\" alt=\"The Different Types of Customer Loyalty Programs\" width=\"304\" height=\"304\" \/><\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<div class=\"blog-sub-section\" id=\"\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"section-title\"><\/h3>\n\t\t\t\t<div class=\"grid\" style=\"grid-template-columns:\t2fr 1fr\">\t\t\t\t\t\t\t\n\t\t\t\t\t<div class=\"col \">\n\t\t\t\t\t\t<h3>Loyalty Cards<\/h3>\n<p>If Marketing values a more personalized customer approach, it could run its bonus program via a customer card, usually in a credit card format. This system offers a choice of storage media thanks to a barcode, magnetic stripe, or chip\u2014through these, the company can clearly identify the customer making the purchase. This has the advantage of being able to address the customer individually through the customer card and at the same time receive market-relevant data. One possibility here is the principle that Payback uses. Here, an external company acts as the publisher of a partner bonus program. Regardless of the way the customer card is used, today you can see more and more companies using a web-based form of the customer card instead of a physical customer card, or at least a bonus program app for customer loyalty.<\/p>\n<p>Examples: &#8220;Deutschlandcard&#8221;, &#8220;Mein Globus&#8221; customer card, &#8220;Mein Denn&#8217;s&#8221; customer card, &#8220;Payback&#8221; card<\/p>\n<p><strong>Advantages:<\/strong><\/p>\n<ul>\n<li>enables individual<\/li>\n<li>personalized approaches<\/li>\n<li>makes personalized offers possible, collects valuable data on purchasing behavior<\/li>\n<\/ul>\n<p><strong>Disadvantages:<\/strong><\/p>\n<ul>\n<li>mostly elaborate programs that require elaborate design<\/li>\n<li>large databases necessary for the utilization and analysis of data<\/li>\n<li>data protection and data security must be guaranteed, high costs<\/li>\n<\/ul>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t<div class=\"col flex-center\">\n\t\t\t\t\t\t<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1241 size-full\" src=\"https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/Slider-Article-2-Kundenbindungsprogramme-Kundenkarten.svg\" alt=\"The Different Types of Customer Loyalty Programs 2\" width=\"304\" height=\"304\" \/><\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<div class=\"blog-sub-section\" id=\"\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"section-title\"><\/h3>\n\t\t\t\t<div class=\"grid\" style=\"grid-template-columns:\t2fr 1fr\">\t\t\t\t\t\t\t\n\t\t\t\t\t<div class=\"col \">\n\t\t\t\t\t\t<h3>Customer Clubs<\/h3>\n<p>Customer clubs are a special form of customer loyalty programs. Through a customer club card, club magazines, and club events, customers in open and closed clubs are provided with an\u00a0<strong>offer that goes beyond the company&#8217;s services<\/strong>. The members of the club must be offered a special benefit and clear advantages over non-members. The\u00a0<strong>feeling of exclusivity and individual approach usually leads to an increase in customer loyalty<\/strong>. In addition, granting the customer access to an exclusive club frequently leads to a change barrier. They will likely not defect to the competition so rapidly because of the higher effort and possible costs involved in doing so. Nevertheless, a\u00a0<strong>customer club must be consistent and worthwhile for the customer<\/strong>. If they feel that their expectations are not being met, this can easily cause long-term damage to the company\u2019s reputation.<\/p>\n<p>Examples: IKEA Family Card, Douglas Beauty Card, Media Markt Club, Pampers Club<\/p>\n<p><strong>Advantages:<\/strong><\/p>\n<ul>\n<li>higher customer identification with the brand<\/li>\n<li>the possibility of personalized approach and offers<\/li>\n<li>high exclusivity<\/li>\n<\/ul>\n<p><strong>Disadvantages:<\/strong><\/p>\n<ul>\n<li>high investment required for setup and operation<\/li>\n<li>sometimes high entry barriers (e.g. membership fee)<\/li>\n<li>only for larger companies with an existing CRM database and IT resources<\/li>\n<\/ul>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t<div class=\"col flex-center\">\n\t\t\t\t\t\t<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1242 size-full\" src=\"https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/Slider-Article-3-Kundenbindungsprogramme-Kundenclubs.svg\" alt=\"Customer clubs are a special form of customer loyalty programs\" width=\"304\" height=\"304\" \/><\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<div class=\"blog-sub-section\" id=\"\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"section-title\"><\/h3>\n\t\t\t\t<div class=\"grid\" style=\"grid-template-columns:\t2fr 1fr\">\t\t\t\t\t\t\t\n\t\t\t\t\t<div class=\"col \">\n\t\t\t\t\t\t<h3>Coupons and Discount Stamps<\/h3>\n<p>The consumer goods segment often uses coupons and discounts. Usually, they turn up on packaging or in consumer magazines. Whereas classic coupons and discount stamps only serve to\u00a0<strong>reward loyal customers<\/strong>, you will now also find many promotions where the customer has to register on a specially designed website to redeem a discount or a gift for the points they collected. This type of measure is\u00a0<strong>mainly used to expand awareness and develop new, regular customers<\/strong>. The focus of such time-limited actions is to collect customer data and establish a broader customer loyalty program, test new programs, and uncover the willingness of existing customers to participate.<\/p>\n<p>Examples: 5 \u20ac discounts on your next purchase, 10% discount on your next purchase in the online shop, free drink on your next visit, 2 for 1<\/p>\n<p><strong>Advantages:<\/strong><\/p>\n<ul>\n<li>suitable for companies of all sizes<\/li>\n<li>quick, inexpensive, and easy to implement<\/li>\n<li>good for intermediaries\/producers who cannot implement any other customer loyalty program (e.g. food producers)<\/li>\n<\/ul>\n<p><strong>Disadvantages:<\/strong><\/p>\n<ul>\n<li>with \u201csimple\u201d coupons it is not possible to collect customer data<\/li>\n<li>no data on purchasing behavior<\/li>\n<li>mobile couponing is more complex and expensive<\/li>\n<\/ul>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t<div class=\"col flex-center\">\n\t\t\t\t\t\t<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1243 size-full\" src=\"https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/Slider-Article-4-Kundenbindungsprogramme-Couponing.svg\" alt=\" consumer goods segment often uses coupons and discounts\" width=\"304\" height=\"304\" \/><\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<div class=\"blog-sub-section\" id=\"\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"section-title\"><\/h3>\n\t\t\t\t<div class=\"grid\" style=\"grid-template-columns:\t2fr 1fr\">\t\t\t\t\t\t\t\n\t\t\t\t\t<div class=\"col \">\n\t\t\t\t\t\t<h3>Platforms, Individual Campaigns and Magazines<\/h3>\n<p>In addition to the aforementioned types of customer loyalty, there are a variety of tools and measures across all marketing channels that the Marketing department can use to drive customer loyalty. Examples include internet platforms used as online magazines, one-time collection and cashback campaigns, or offline magazines that are sent to existing customers. Personalized dialogue and advertising letters, newsletters, and all kinds of events can also be used. These measures\u00a0<strong>serve not only customer loyalty but also, of course, new customer acquisition.<\/strong><\/p>\n<p>Example: Dallmayr Beans &amp; Bonus, Real&#8217;s digital loyalty brands, Penny&#8217;s loyalty points collection booklet.<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t<div class=\"col flex-center\">\n\t\t\t\t\t\t<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1244 size-full\" src=\"https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/Slider-Article-5.svg\" alt=\"Platforms, Individual Campaigns and Magazines for Loyalty Programs\" width=\"304\" height=\"304\" \/><\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n<\/section>\n\n<section         class=\"block-blog-section  no-margin small-padding-bottom\" style=\"background-image:url('');\" id=\"\"\n>\n\t\t<div class=\"container\" id=\"ChoosingtheRightMeasureforCustomerLoyalty\">\n\t\t<h2 class=\"section-title\">Choosing the Right Measure for Customer Loyalty<\/h2>\n\t\t\t\t\t\t\t\t<div class=\"grid\" style=\"grid-template-columns:\t2fr 1fr\">\t\t\t\t\n\t\t\t\t<div class=\"col \">\n\t\t\t\t\t<p>In order to find a suitable customer loyalty program, companies should ask themselves a few questions that can help their decision-making:<\/p>\n<ul>\n<li>What goals should the selected program meet?<\/li>\n<li>Who is the target group and what needs and expectations does this target group have?<\/li>\n<li>What financial and human resources are available?<\/li>\n<li>Do we have a suitable database and other IT resources?<\/li>\n<li>Does cooperation with other companies bring us additional advantages?<\/li>\n<\/ul>\n<h3>Customer Involvement as a Brand Ambassador<\/h3>\n<p>Using the customer for customer loyalty is a move that should not be overlooked. As a rule, one trusts the experiences and recommendations of an acquaintance or relative more than a company&#8217;s advertising promises. Therefore, each company should take advantage of a buyer&#8217;s multiplier role and the potential of <a href=\"https:\/\/www.zenloop.com\/en\/blog\/referral-marketing\/\">referral marketing<\/a>. This is possible, for example, by awarding collection points or discounts for writing a review.<\/p>\n\n\t\t\t\t\t\n\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<\/div>\n<\/section>\n\n<section         class=\"block-blog-section  no-margin small-padding-bottom\" style=\"background-image:url('');\" id=\"\"\n>\n\t\t<div class=\"container\" id=\"ControllingCustomerLoyaltyPrograms\">\n\t\t<h2 class=\"section-title\">Controlling Customer Loyalty Programs<\/h2>\n\t\t\t\t\t\t\t\t<div class=\"grid\" style=\"grid-template-columns:\t2fr 1fr\">\t\t\t\t\n\t\t\t\t<div class=\"col \">\n\t\t\t\t\t<p>Only carefully planned and executed controlling ensures long-term success of customer loyalty programs. Just as important as precisely formulating targets is to\u00a0<strong>imperative check the degree of achievement and to regularly optimize programs<\/strong>\u00a0to ensure they can be reached. Measuring the success of customer loyalty is extremely complex and difficult to implement in practice. After all,\u00a0<strong>success is only achieved in the medium to long term<\/strong>, so it is time-delayed in relation to the investment, which must be made immediately. In addition, customer loyalty can usually rarely be attributed to a customer loyalty concept but is due to many different factors. As a result,\u00a0<strong>many customer loyalty programs, especially cost-intensive customer clubs, often fail due to a lack of control<\/strong>.<\/p>\n<h3>Linking NPS<sup>\u00ae<\/sup>\u00a0and customer loyalty measures<\/h3>\n<p>Good control is, therefore, indispensable for the success of customer loyalty programs. The <strong>collection of customer feedback<\/strong>\u00a0is often used for this purpose. At\u00a0<a href=\"https:\/\/www.zenloop.com\/en\/\">zenloop<\/a>, for example,\u00a0<a href=\"https:\/\/www.zenloop.com\/en\/blog\/what-is-nps\/\">the Net Promoter Score<sup>\u00ae<\/sup><\/a>\u00a0is used to\u00a0<a href=\"https:\/\/www.zenloop.com\/en\/blog\/measuring-customer-satisfaction\/\">evaluate customer satisfaction<\/a>. If you look not only at the NPS<sup>\u00ae<\/sup>\u00a0itself but also at the holistic system, its usefulness for the analysis of customer loyalty programs becomes quickly apparent.\u00a0<strong>Choosing the right points along the customer journey to get feedback<\/strong> allows you to use the insights gained to help choose a company&#8217;s customer loyalty program, measure its success, develop the customer loyalty concept, and optimize demand.<\/p>\n<p><em><strong>Further Reading:<\/strong><\/em><\/p>\n<p><a href=\"https:\/\/www.zenloop.com\/en\/blog\/feedback-loops\/\">Learn about feedback loops<\/a><\/p>\n\n\t\t\t\t\t\n\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<\/div>\n<\/section>\n\n<section         class=\"block-data-capture  no-margin small-padding-both\" style=\"background-image:url('');\" id=\"\"\n>\n\t<div class=\"container vertical-middle\">\n\t\t<div class=\"six columns\">\n\t\t\t\n\t\t\t<h1>The Ultimate NPS\u00ae Cheat Sheet<\/h1>\n\t\t\t<p>The basics of the Net Promoter Score\u00ae, including instructions for calculating and using NPS data in a compact guide.<\/p>\n\t\t\t<div class=\"data-capture\">\n\t\t\t\t\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f988-o1\" lang=\"en-US\" dir=\"ltr\" data-wpcf7-id=\"988\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/en\/wp-json\/wp\/v2\/posts\/1235#wpcf7-f988-o1\" method=\"post\" class=\"wpcf7-form init demo\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<fieldset class=\"hidden-fields-container\"><input type=\"hidden\" name=\"_wpcf7\" value=\"988\" \/><input type=\"hidden\" name=\"_wpcf7_version\" value=\"6.1.5\" \/><input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/><input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f988-o1\" \/><input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/><input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/>\n<\/fieldset>\n<div class=\"row\">\n\t<div class=\"form-relative six columns\">\n\t\t<p><label>First Name<\/label><br \/>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"first_name\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required\" aria-required=\"true\" aria-invalid=\"false\" value=\"\" type=\"text\" name=\"first_name\" \/><\/span>\n\t\t<\/p>\n\t<\/div>\n\t<div class=\"form-relative six columns\">\n\t\t<p><label>Last Name<\/label><br \/>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"last_name\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required\" aria-required=\"true\" aria-invalid=\"false\" value=\"\" type=\"text\" name=\"last_name\" \/><\/span>\n\t\t<\/p>\n\t<\/div>\n<\/div>\n<div class=\"row\">\n\t<div class=\"form-relative six columns\">\n\t\t<p><label>Company<\/label><br \/>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"company\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required\" aria-required=\"true\" aria-invalid=\"false\" value=\"\" type=\"text\" name=\"company\" \/><\/span>\n\t\t<\/p>\n\t<\/div>\n\t<div class=\"form-relative six columns\">\n\t\t<p><label> Job Title<\/label><br \/>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"job_title\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required\" aria-required=\"true\" aria-invalid=\"false\" value=\"\" type=\"text\" name=\"job_title\" \/><\/span>\n\t\t<\/p>\n\t<\/div>\n<\/div>\n<div class=\"form-relative\">\n\t<p><label>Email Address<\/label><br \/>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"email_address\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" aria-required=\"true\" aria-invalid=\"false\" value=\"\" type=\"email\" name=\"email_address\" \/><\/span>\n\t<\/p>\n<\/div>\n<div style=\"display:none;\">\n\t<p><span class=\"wpcf7-form-control-wrap\" data-name=\"page-url\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text\" aria-invalid=\"false\" value=\"https:\/\/www.zenloop.com\/en\/wp-json\/wp\/v2\/posts\/1235\" type=\"text\" name=\"page-url\" \/><\/span>\n\t<\/p>\n<\/div>\n<div style=\"display: none\">\n\t<p><span class=\"wpcf7-form-control-wrap initialTrafficSource\" data-name=\"initialTrafficSource\"><input type=\"text\" name=\"initialTrafficSource\" id=\"\" class=\"wpcf7-form-control wpcf7-text wpcf7dtx wpcf7dtx-text dtx-pageload\" aria-invalid=\"false\" readonly=\"readonly\" value=\"\" data-dtx-value=\"CF7_get_cookie%20key%3D%27initialTrafficSource%27\" \/><\/span>\n\t<\/p>\n<\/div>\n<p><input class=\"wpcf7-form-control wpcf7-submit has-spinner\" type=\"submit\" value=\"Download Now for Free\" \/>\n<\/p><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n\t\t\t<\/div>\n\t\t\t\t\n\t\t\t<div class=\"data-capture-confirmation\">\n\t\t\t\t<h3>Success!<\/h3>\n<p>The white paper is now available for you.<\/p>\n\t\t\t\t<a href=\"https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/NPS-Cheat-Sheet-EN-zenloop.pdf\" class=\"button\" download target=\"_blank\">Download<\/a>\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t<div class=\"six columns\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1440\" height=\"1212\" src=\"https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/lead-form-one-pager-nps-cheat-sheet-en.jpeg\" class=\"attachment-full size-full\" alt=\"lead-form-one-pager-nps-cheat-sheet\" srcset=\"https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/lead-form-one-pager-nps-cheat-sheet-en.jpeg 1440w, https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/lead-form-one-pager-nps-cheat-sheet-en-300x253.jpeg 300w, https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/lead-form-one-pager-nps-cheat-sheet-en-1024x862.jpeg 1024w, https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/lead-form-one-pager-nps-cheat-sheet-en-768x646.jpeg 768w\" sizes=\"auto, (max-width: 1440px) 100vw, 1440px\" \/>\t\t<\/div>\n\t<\/div>\n<\/section>\n\n<section         class=\"block-blog-section  no-margin small-padding-bottom\" style=\"background-image:url('');\" id=\"\"\n>\n\t\t<div class=\"container\" id=\"\">\n\t\t<h2 class=\"section-title\"><\/h2>\n\t\t\t\t\t\t\t\t<div class=\"grid\" style=\"grid-template-columns:\t2fr 1fr\">\t\t\t\t\n\t\t\t\t<div class=\"col \">\n\t\t\t\t\t<h2>Customer Loyalty Programs: Important Marketing Tool or Useless Cost Trap?<\/h2>\n<p>Measures for customer loyalty can be found in all kinds of variants. But with all the loyalty cards, bonus programs, VIP customer clubs and discount brands, the customer will surely ask about their benefits from joining in with these programs. A\u00a0study by Roland Berger Strategy Consultants\u00a0shows that customer loyalty programs are not only a popular marketing tool, but are also the\u00a0<strong>most important factor in the marketing mix.<\/strong>\u00a0Customer loyalty programs are therefore seen as the most important marketing tool, and it can come as no surprise that 64% of entrepreneurs plan to increase their customer loyalty activities. Not to forget: in order to ultimately ensure long-term success,\u00a0<strong>a company\u2019s loyalty plan needs detailed analysis, conception, and continuous controlling.<\/strong><\/p>\n\n\t\t\t\t\t\n\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<\/div>\n<\/section>\n\n<section         class=\"block-columns bottom-panel no-margin small-padding-top\" style=\"background-color:#ecedef;\" id=\"\"\n>\n\t<div class=\"container\">\n\t\t\n\t\t\t\t\n\t\t<div class=\"grid\" style=\"grid-template-columns:\t7fr 5fr\">\t\t\t\t\n\t\t\t\t<div class=\"col \">\n\t\t\t\t\t<h2 class=\"demo-module__headline h2\">Create customer loyalty programs with zenloop<\/h2>\n<p><a class=\"button\" href=\"\/request-demo\">Request a free consultation<\/a><\/p>\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t<div class=\"col \">\n\t\t\t\t\t<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-859\" src=\"https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/2022\/03\/person-e1646731098431.jpg\" alt=\"\" width=\"940\" height=\"761\" srcset=\"https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/person-e1646731098431.jpg 940w, https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/person-e1646731098431-300x243.jpg 300w, https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/person-e1646731098431-768x622.jpg 768w\" sizes=\"auto, (max-width: 940px) 100vw, 940px\" \/><\/p>\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t<\/div>\n\t\t\n\t<\/div>\n<\/section>","protected":false},"excerpt":{"rendered":"<p>Simple Steps to Success<\/p>\n","protected":false},"author":2,"featured_media":1236,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"two-col-blog.php","format":"standard","meta":{"_acf_changed":true,"inline_featured_image":false,"footnotes":""},"categories":[21],"tags":[39],"class_list":["post-1235","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-customer-retention"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.6 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Customer Loyalty Programs<\/title>\n<meta name=\"description\" content=\"Customer loyalty programs are important success factors in marketing. 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Acquiring new customers is 5 times more expensive than retaining existing ones.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.zenloop.com\/en\/blog\/customer-loyalty-programs\/\" \/>\n<meta property=\"og:site_name\" content=\"zenloop\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/zenloop\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-03-15T12:36:12+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-11-20T10:49:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.zenloop.com\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/article-promoters-preview.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@zenloophq\" \/>\n<meta name=\"twitter:site\" content=\"@zenloophq\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.zenloop.com\\\/en\\\/blog\\\/customer-loyalty-programs\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.zenloop.com\\\/en\\\/blog\\\/customer-loyalty-programs\\\/\"},\"author\":{\"name\":\"\",\"@id\":\"\"},\"headline\":\"Customer Loyalty Programs\",\"datePublished\":\"2022-03-15T12:36:12+00:00\",\"dateModified\":\"2024-11-20T10:49:26+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.zenloop.com\\\/en\\\/blog\\\/customer-loyalty-programs\\\/\"},\"wordCount\":3,\"publisher\":{\"@id\":\"https:\\\/\\\/www.zenloop.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.zenloop.com\\\/en\\\/blog\\\/customer-loyalty-programs\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.zenloop.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2022\\\/03\\\/Kundenbindugsprogramme-Header.svg\",\"keywords\":[\"Customer Retention\"],\"articleSection\":[\"Blog\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.zenloop.com\\\/en\\\/blog\\\/customer-loyalty-programs\\\/\",\"url\":\"https:\\\/\\\/www.zenloop.com\\\/en\\\/blog\\\/customer-loyalty-programs\\\/\",\"name\":\"Customer Loyalty Programs\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.zenloop.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.zenloop.com\\\/en\\\/blog\\\/customer-loyalty-programs\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.zenloop.com\\\/en\\\/blog\\\/customer-loyalty-programs\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.zenloop.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2022\\\/03\\\/Kundenbindugsprogramme-Header.svg\",\"datePublished\":\"2022-03-15T12:36:12+00:00\",\"dateModified\":\"2024-11-20T10:49:26+00:00\",\"description\":\"Customer loyalty programs are important success factors in marketing. 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