In the marketing world, it is no secret that loyal and happy customers are a brand’s or company’s most valuable asset, and a loyal customer is worth seven times more than a new one.
Companies consider it essential to have some kind of loyalty program in place to retain their best customers. So, at this point, brands and companies are asking themselves: How can I start working with data models and build customer loyalty?
The answer is simple. First of all, it is important to know that creating a program of this type is just one more marketing action, and needs control, monitoring and review to ensure proper operation and to be able to overcome any inconvenience on the fly. Once you have taken this small detail into account, it is essential to follow these steps:
Create a database of all your customers.
It is essential to have a database where all your customers appear. To do this, having a CRM where you can create good data models to store all this information will be the first step so that the data is organized and you can start working with them easily and quickly.
Define the objectives
Before starting with the loyalty plan, you must establish what objectives you want to achieve with this program. Here, it is necessary to define whether you prefer to reward the most loyal customers, attract new visits to the brand or company, attract non-loyal customers or increase the spending of each of them, for example.
Study the target audience
This point is very important, since it is not the same to address someone who already knows the brand or company as someone who has never interacted with your brand. Here it is essential to bear in mind that there are several types of customers, from the occasional ones who buy a specific product and only come to the brand when they have that need, to the sporadic ones who buy almost by chance, the regular ones who are usually the most numerous, and the exclusive ones, who are the most loyal and always turn to the brand whenever they need something. In this sense, depending on the type of customers to whom the action is going to be directed, a strategy should be developed according to them for their loyalty.
Choose the most appropriate loyalty program
Once the objectives and target audience are clear, the next step is to choose the loyalty program with which to reward customers. It is advisable to bear in mind that the benefits offered must not go against the business, but must be aligned with increasing profitability. And of course, you cannot forget the personalization of the strategies to connect with the target audience and achieve loyalty.
Create a marketing campaign to make your strategy known to the audience.
To do this, you can use social networks, newsletters or paid advertising and properly segmented. This way, everyone will know about the program and it will also help to attract new customers.
Analyze the results
To know if it has worked or if it is necessary to change the strategy, it is essential to review the results obtained with the campaign. If the results are positive, you can consider new ways to improve recurrence. Sometimes, customers simply forget about the brands and we have to remind them that they are still there, without making too much emphasis on it.
Thus, having a good database and data models that are well exploited and processed can reinforce customer loyalty, as it enables personalized communications. It also facilitates the availability of data in an organized way to treat them effectively, and in this way, all the information can be structured to get the most out of it and offer customers the best of the brand or company.