It's a holiday week, and a lot of you are on vacation, so we'll keep this one simple, but hopefully give you a valuable example that will benefit you!
I received a call this week from a program director at a high profile CHR radio station with a question that indicated a condition that affects all of us more often than we like to admit. He was trying too hard to come up with a complicated solution to a fairly simple problem. Classic "Forest for the trees".
First a little background:
A fundamental question in managing a loyalty program is "How should I evaluate my program's success?" This is a question that deserves far more attention than this short commentary, but understanding how to measure results is the first step toward judging whether the program is fulfilling your objectives.
At Triton Loyalty, we look at dozens of performance metrics to compare and evaluate performance. This is one of the ways we are able to assemble best practices to help clients engage their audience. There are many factors that affect response, but overall success comes down to four key measurements represented in the Engagement Funnel above.
Your Loyalty/Rewards program is a tremendous tool for facilitating dialogue with your audience. Each time you connect with a member is an opportunity to enhance your brand, position your product and connect in a meaningful way. Each contact affects their opinion of you.
Have you read your emails lately? Do they sound like you? Like your brand? Or are they a generic, heartless formula that merely transmits data without soul? Too often, we send stiff, standard messages that resemble business correspondence more than offering useful information in a style that a friend would expect.
Use each point of contact to your advantage. Here are some thoughts on how to improve communication with your members:
