Programme
Redefining the meaning of true customer loyalty.
The day starts with exploring the meaning of customer loyalty. What does it mean to be loyal? Is it something we feel, think or do? And how does this differ in the eye of a consumer and that of a business?
Exploring several different types of loyalty programs and schemes, from rational to experiential to emotional, we link their successes and failures to the psychology of consumer loyalty. This helps you understand why certain values and rewards resonate with some people more than others.
Further context follows, with a simple analysis of the building blocks for developing loyalty and how ‘bought’ and ‘earned’ loyalties are fundamentally different, but connected. We also define the insights and metrics to consider when trying to understand which rewards matter most to which people.
Throughout the day, we ask you to get involved by using your own real-life examples and by taking part in a series of exercises and tasks.
Finally, we lay out a step-by-step framework for building an effective loyalty strategy, with a strategic approach you can share and use in your specific organisation.
Who should attend
This course is ideal for both traditional and digital marketers who want a more thorough understanding of customer loyalty. Perfect for people who need to align multiple sources of information to drive meaningful insights, and uncover what truly influences and affects customer relationships.