Customer Loyalty Program: A Guide to Building Lasting Relationships

Want to build stronger relationships with your customers? Explore this comprehensive guide to customer loyalty programs, from points and tiers to gamification and rewards. Learn strategies that boost retention, referrals, and long-term brand love.

Written by Apeksha Khanna, 20 May 2025

Customer loyalty programs play a vital role in driving retention, which is often more cost-effective than acquiring new customers. Despite this, many companies still prioritize acquisition over retention. 

Building effective loyalty programs is no longer optional, it's essential for long-term business success. 

In this article, we’ll walk you through how to create a customer loyalty program, share real-world case studies that highlight their growing importance, and explore how Loyalife helps scale meaningful, reward-driven programs. 

What is a customer loyalty program? 

According to Salesforce, a customer loyalty program is a well-structured marketing strategy that a brand implements to get customers (associated with the program) to continue to use their products or services for added benefits in return. 

Customer loyalty programs aim to reward those who engage with or purchase from a brand frequently. Brands can offer points, perks, or tiered benefits that increase with continued purchases—ranging from discounts and freebies to exclusive promotions. 

These programs are now common across industries like banking, hospitality, retail, travel, and e-commerce. At their core, they nurture an emotional bond between the brand and customer. Loyal customers often choose you over better deals elsewhere—and rewarding that trust is what loyalty programs are all about. 

How do customer loyalty programs work? 

Les programmes de fidélisation des clients fonctionnent tout simplement parce que les gens aiment inconsciemment être loyaux. Lorsqu'un client se voit offrir des récompenses pour l'achat récurrent de produits d'une marque, il est motivé, se sent spécial et supprime probablement aussi les applications des concurrents. 

Cela dit, les incitations proposées doivent être assorties d'avantages importants pour que les clients fidèles restent à l'écoute. 

La fidélité est le résultat de l'expérience positive des clients avec une marque et contribue à renforcer la confiance. 

Les programmes de fidélisation ont plusieurs objectifs : accroître l'activité, améliorer les ventes, renforcer la relation entre les clients et l'entreprise et faire en sorte que les clients reviennent régulièrement. 

Pour atteindre ces objectifs, il est important de s'assurer que le programme présente un avantage pour le client. Si les récompenses du programme sont peu attrayantes ou inintéressantes pour les clients, le programme risque d'avoir peu de succès. En revanche, si les avantages sont attrayants, le programme peut contribuer à augmenter les ventes et encourager les clients à revenir pour leur prochain achat. 

Why are customer loyalty programs important? 

All businesses can benefit from building a customer loyalty program and rewarding customers with additional, exclusive benefits.  

In an increasingly competitive and crowded market, loyalty programs can differentiate you from your competitors and keep your customers around. I’m way more likely to shop at a store or visit a restaurant again if I know I’m getting a deal. 

Here are a few reasons why customer loyalty programs are important: 

1. Better customer retention 

Shoppers today are loyal to more than just price tags — they seek brands that resonate with their values and offer consistent engagement. 

Merkle’s 2024 report shows that a solid customer loyalty program has an 84% impact on a consumer’s decision to keep doing business with a brand. 

A well-crafted loyalty program keeps customers engaged beyond transactions. Whether you’re offering points for purchases, exclusive offers, or values-based rewards, you're reinforcing emotional connections that increase retention. 

Even service businesses can benefit. For example, home maintenance companies can offer recurring service plans, encouraging consistent engagement and long-term relationships. 

2. More customer referrals 

If your customers enjoy the benefits of your customer loyalty program, they’ll tell their friends and family about it. This word-of-mouth marketing draws in new customers at no acquisition cost and can generate even more revenue for your business. 

3. Cost-efficacy 

Acquiring new customers is expensive, retaining existing ones isn’t. A well-designed loyalty program not only brings customers back but also increases their lifetime value, making it a far more cost-effective strategy than constant acquisition campaigns. 

Satisfied members of your program often become informal brand ambassadors, helping you scale through referrals and reducing reliance on costly marketing efforts. 

4. User-generated content and reviews 

Online reviews carry serious weight. In fact, they’re nearly as influential as personal recommendations. Loyalty programs that reward reviews, testimonials, and social sharing turn happy customers into content creators — spreading the word and boosting trust without you having to say a word. 

Types of customer loyalty programs with examples 

Au fil des ans, voici les différents programmes de fidélisation qui ont fait leurs preuves et qui ont séduit de nombreuses entreprises dans le monde entier. 

Il existe une poignée de programmes de fidélisation de la clientèle qui ont fait leurs preuves et qui fonctionnent efficacement et sans effort. Mais il existe aussi des idées plus récentes qui fonctionnent tout aussi bien. 

Dans le domaine des programmes de fidélisation, vous pouvez choisir le programme en fonction du secteur d'activité, de l'engagement des clients, des points forts et des points faibles de votre entreprise, et d'autres critères. 

Si la plupart des entreprises s'en tiennent à un ou deux types de programmes de fidélisation, nombre d'entre elles tentent de combiner plus de deux programmes afin d'apprécier et de motiver les clients fidèles. 

Les programmes de fidélisation les plus répandus sont énumérés ci-dessous : 

1. Programmes de points 

Comme son nom l'indique, un programme de points consiste pour une entreprise à offrir des points pour des achats fréquents. Les clients peuvent accumuler des points pour chaque achat et les échanger ultérieurement contre un produit ou une réduction importante. 

Le programme de points, l'un des programmes de fidélisation les plus répandus, est connu pour augmenter progressivement la valeur moyenne des commandes et encourager les clients à rester fidèles à la marque.

Example: Walmart’s reward Mastercard sign-up bonus is based on a point-based program. Walmart is rewarding loyalty where you can earn $45 as welcome bonus, bifurcated as: 

- $20 Reward Dollars when you’re approved and spend $50+ using the temporary shopping pass provided.
- Earn $15 Reward Dollars after one purchase at Walmart and one anywhere else. 
- Earn $10 Reward Dollars after signing up for paperless statements. 

2. Programme de fidélisation basé sur les dépenses 

Comme son nom l'indique, un programme de fidélisation basé sur les dépenses permet aux clients d'accumuler des crédits de fidélisation (sous forme d'étoiles, de pièces ou de timbres) en fonction de leurs dépenses. Ce type de programme de fidélisation est facile à créer, à comprendre et à maintenir. 

Principalement utilisés pour augmenter les montants tout en réduisant les taux de désabonnement, les programmes de fidélisation basés sur les dépenses sont faciles à créer, à maintenir et à comprendre. Par exemple, 10 $ = 1 étoile de fidélité. 

Example: Starbucks is a good example of how spend-based loyalty programs can be implemented in a business. 

With Starbucks, you earn Stars for every activity that a customer does. The type of activity defines the ‘Stars’ that you can earn out of that program, which isa brilliant move from them because as a customer, you’ll always have an urge to earn extra points. With the average American adult spending $20 per month at coffee shops, customers can earn a lot of 'Stars' through their spend-based loyalty program. 

This emotion is similar when you play a game. These stars then add up to their rewards program. So this way a customer is and will always want to be associated with the brand for longer. 

3. Programmes à plusieurs niveaux 

Un programme qui encourage les clients à accéder à des niveaux de fidélité plus élevés, les programmes à plusieurs niveaux sont utilisés pour établir un équilibre entre l'accessibilité et la désirabilité. 

Avec la possibilité de gagner plus de points à chaque achat, les clients ont généralement tendance à se faire concurrence pour atteindre un niveau plus élevé. Ce programme est généralement basé sur la fréquence d'achat des clients auprès d'une marque, sur les points qu'ils gagnent et sur d'autres statistiques d'engagement. 

Example: A good example of tiered loyalty programs is “Uber,” where they have cleverly laid their perks into various levels while the highest tier boasting the most lucrative perks. This makes it genuinely tempting for customers to not only rack points but also to be engaged with Uber instead of their competitors. 

With Uber rewards, a customer is eligible for the 1st tier ‘Blue’ without points whereas the 2nd tier ‘Gold’ has decent benefits such as flexible cancellation, priority support, etc. and the 3rd tier ‘Platinum’ has some additions when compared to Gold. Finally, the highest tier ‘Diamond’ includes all types of desirable rewards like priority pickups at airports. 

4. Programmes payants 

Un programme de fidélisation qui permet aux marques d'établir une relation solide avec leurs clients actuels et d'en attirer de nouveaux, les programmes payants fonctionnent mieux que vous ne l'imaginez au départ. 

Le client verse à la marque une cotisation récurrente en échange de laquelle il bénéficie d'avantages et de privilèges. Les avantages tels que l'accès anticipé, la livraison express, les cadeaux, le service d'assistance téléphonique 24 heures sur 24 et 7 jours sur 7, entre autres, permettent de fidéliser les clients et de les inciter à rester fidèles à la marque.

Example: When you scour the internet for examples of the best-paid loyalty programs, Barnes & Noble’s B&N Membership sticks out. 

At a price of $25 a year, Barnes & Noble provides exclusive store & online offers, free shipping, early access, 40% off of hardcover bestsellers, and the being one of the biggest retail outlets for books in the United States, the brand is setting wonderful precedence for others to follow. 

5. Programmes fondés sur la valeur 

Il s'agit d'une question délicate. Un programme de fidélisation qui récompense les clients en ne les récompensant pas directement, les programmes basés sur la valeur attirent les clients à un niveau beaucoup plus profond. En accumulant des points de récompense comme dans tout autre programme de fidélisation, les clients ont généralement la possibilité de faire don des points gagnés à des œuvres de bienfaisance. 

Les marques choisissent si tous les points gagnés peuvent être donnés ou une partie d'entre eux. Les clients aiment souvent être impliqués dans des actions caritatives où ils ne dépensent pas directement l'argent qu'ils ont durement gagné. 

Les marques sélectionnent et personnalisent souvent les œuvres de bienfaisance pour attirer le client spécifique plutôt que d'aligner des œuvres de bienfaisance générales. Un programme de récompenses connu pour établir des relations durables avec les clients, les programmes basés sur la valeur augmentent également l'indice de fidélité de manière substantielle. 

6. Programmes de jeux 

Spin-the-wheel, slot machines, and quick engaging games of all kinds are known for their game-based loyalty programs. Studied to have increased customer retention and loyalty significantly, these loyalty programs attract new customers, repeat customers, and daily users that make the most of the coupon codes by playing games. 

Example: One of the best examples of gamification programs was deployed by Volkswagen and Porsche Austria titled BONEO. On the BONEO app, new customers were greeted with points, their own avatars, and won rewards right away before the registration process. 

The customers were asked to register after a few minutes of being engaged with the welcoming game, and this case study sets a great example of how to retain new customer attention & interaction. 

7. Partnered programs 

Quel que soit le produit ou le secteur des services, les programmes en partenariat et la collaboration ont pris de l'ampleur ces dernières années. Un effort de collaboration cohésif où les clients profitent des avantages de plus d'une plateforme reçoit un accueil retentissant, et les entreprises de toutes tailles en tirent le meilleur parti. 

Trouver une marque relativement proche de la vôtre fera l'affaire, mais il arrive parfois que des marques diamétralement opposées collaborent pour créer des programmes de fidélisation époustouflants, qui font tourner la tête du secteur. 

Également appelée programme de fidélisation de coalition, cette idée est idéale lorsque vous exploitez plusieurs entreprises et que vous attirez l'attention sur l'une d'entre elles. 

Example: Priceline Pharmacy’s “SISTERCLUB” is an ideal example to notice partnered programs working like a charm. 

Priceline has and is constantly collaborating with companies such as ‘Pet Circle’, ‘nib’, ‘Readly’, and many more to provide loyalty services that were unheard of before. 

8. Programmes de fidélisation hybrides 

Un programme de fidélisation hybride fonctionne de manière vaguement similaire au programme en partenariat, mais au sein de l'entreprise. Lorsque deux programmes de fidélisation sont combinés pour améliorer la récompense accordée au client, les programmes de fidélisation hybrides voient le jour et sont connus pour fonctionner dans tous les secteurs d'activité. 

Lorsqu'il s'agit d'augmenter l'indice de fidélité des clients, les marques choisissent plus d'un programme qui leur convient le mieux. 

Par exemple, lorsque des programmes payants sont combinés à des programmes de fidélisation par paliers, le résultat est souvent stupéfiant. De même, les programmes VIP sont appelés Bronze, Gold, Elite, Pro, etc. et sont assortis d'un système de gamification pour encourager la participation des clients. 

Example: The hybridization of CVS ExtraCare and CVS CarePass loyalty programs. 

CVS ExtraCare is a free loyalty program that attracts customers to receive cashback, extra savings, and others, and this service is free to sign up for. Once the customer is signed up, CVS CarePass; which provides tremendous more value in the form of offers, comes into the picture. 

A CVS CarePass member enjoys benefits such as fast delivery, free shipping, instant discounts, monthly rewards, and many more. CVS has calculated that an average CarePass member spends 3 to 4 times more while shopping as opposed to a person who isn’t a member. This clearly shows how effective this method loyalty reward program is. 

Comment créer un programme de fidélisation de la clientèle 

Creating a customer loyalty program isn’t a walk in the park. It requires proper evaluation of key metrics. Let’s study in detail. 

1. Create a loyalty program concept   

Launching a successful customer loyalty program requires careful planning upfront. Just like any journey, it's crucial to have a roadmap in place to avoid surprises and roadblocks later on. Here's a breakdown of key aspects to consider during the program's concept stage:  

  • Geographic reach: With the help of the customer’s geographic location, your brand gets the freedom to design highly personalized engagement strategies. Determine the initial launch countries, along with supported languages and currencies. Consider if a global rollout or a single-country test market is best for your program.   
  • Program design: Establish the overall theme, program name, and loyalty currency (points, miles, etc.). Decide how points will be earned and redeemed, including the point value and tier requirements (if applicable). While these details can be adjusted later, initial planning keeps things on track.  
  • Channel integration: Outline the channels involved in the program, focusing on creating a seamless omnichannel experience for your customers. Specify which channels will be available at launch and if there are plans for future channel integration.  

2. Program logic   

Defining the program logic is essential for a smooth launch and ongoing program success. While the specific details will depend on the chosen program type (discussed later), here are some key areas to consider:  

1. Point system design  

  • Point earning and redemption: Establish clear rules for how points are earned (e.g., purchases, reviews) and redeemed (e.g., rewards). This includes defining point values, rounding rules, and any point expiration policies.  
  • Assigning point value: Determine how many points are awarded for different actions, considering the value of those actions to your business. Similarly, assign point costs for desired rewards.  

2. Tier structure  

  • Number of tiers: Decide how many tiers your program will have.  
  • Tier qualification: Establish whether tiers will be based on points earned or total spending. Define the point/spend thresholds for reaching each tier.  
  • Tier maintenance: Determine if tiers will expire and how members will be downgraded if they fall below tier requirements.   

3. Provide multiple opportunities for customers to enroll. 

Once you‘ve launched your customer loyalty program, make sure you’re promoting the benefits of joining. If customers get rewards from purchasing from your online store, next to the price, share the points they could earn from spending that much. 

I experience this when flying on Jet Blue, which offers a loyalty rewards credit card. The flight attendants always announce that I could earn 30,000 miles toward my next flight. All I have to do is apply for the airline's credit card. 

Other ways to do this include promoting the program on social media channels and adding on-site push notifications when customers complete an activity that earns them points. 

Pro tip: You can maximize the visibility and accessibility of your loyalty program by integrating enrollment prompts across all customer touchpoints. 

Feature potential points next to product prices on your website, use dynamic notifications during checkout, and employ strategic in-person pitches (similar to airline promotions). You can also implement in-app notifications or quick-response (QR) codes that lead to a loyalty program signup page. 

4. Add engaging features 

A loyalty program should not just reward purchases; it should create an emotional connection with your brand. Gamification adds a fun, interactive layer to the program, making it more appealing and exciting for customers. With tools like Loyalife, you can incorporate various engaging features, such as: 

  • Sweepstakes: Offer customers the chance to win exclusive rewards by participating in draws, adding an element of surprise and excitement. 
  • Auctions: Allow customers to use their loyalty points to bid on premium products or experiences, creating a sense of value and exclusivity. 
  • Challenges: Encourage customers to complete specific tasks, like trying a new product or engaging on social media, to earn additional points. 
  • Interactive campaigns: Use games or quizzes related to your brand to boost customer engagement and reinforce brand recognition. 
  • Personalized gamified experiences:Tailor these games to customer preferences, enhancing their emotional connection with your brand. 

These features not only drive frequent engagement but also make the program more enjoyable, ensuring customers stay connected with your brand in meaningful ways. 

5. Offer diverse rewards 

To make your loyalty program truly impactful, offering a wide range of rewards is essential. Customers have varying preferences, so providing options ensures everyone finds value in participating. Loyalife's Global Rewards Marketplace is an excellent example, featuring over 10 million rewards across categories, such as: 

  • Travel perks: Redeem points for flights, hotel stays, or travel packages, appealing to customers who love exploring new destinations. 
  • Exclusive offers: Partner with top brands to provide discounts or access to limited-edition products and services. 
  • Unique experiences: Provide opportunities like concert tickets, spa treatments, or adventure activities, which create memorable moments for customers. 
  • Gift cards: Offer flexibility with gift cards for popular retailers, restaurants, and entertainment platforms. 
  • Merchandise: Include electronics, home goods, and other desirable products, ensuring something tangible for every type of customer. 

A diverse rewards catalog demonstrates your commitment to customer satisfaction and makes the program more inclusive. It also keeps customers engaged, as they know their points can be redeemed for something valuable to them. When customers see they can earn meaningful rewards, they’re more likely to stay loyal and actively participate in your program. 

6. Make it a game 

Everyone loves games and competition — so use that winning spirit to get your customers to interact with your brand more frequently. Lots of brands gamify their customer loyalty programs to earn valuable engagements within an app, website, or at point-of-purchase. 

Points are easily translatable for gamification. Take Treehouse for example, which teaches coding and app development. Treehouse rewards engaged users with more and more points leading up to a badge — which users can then display on their websites and social profiles to impress colleagues and potential employers with their skills. 

Pro tip: Design a points-and-rewards system that mimics a game, with clear milestones and visual progress indicators like badges or levels. The points can lead to rewards such as exclusive content, status recognitions, or special privileges. 

If you're operating with a growing business, you may not have much flexibility when it comes to your budget. However, you can still offer an attractive rewards program that fosters customer loyalty. 

7. User journey and reporting   

A strong foundation is crucial, but a successful customer loyalty program hinges on creating smooth user journeys. Here's how to ensure your program fosters engagement:  

  • Effortless enrollment: Make signing up quick and easy. Focus on collecting essential information initially, with options to gather more details later through engaging surveys.  
  • Opt-out: While opt-out isn't ideal, prioritize a swift and painless experience. Consider including a brief survey to understand why members are leaving, providing valuable insights for improvement.  

8. Energizing your program with campaigns and challenges  

  • Loyalty campaigns: Plan limited time or targeted campaigns to boost engagement. Offer double points, instant rewards, or other exciting perks to keep members excited.  
  • Rewarding challenges: Develop challenges that require members to complete specific actions to earn rewards. Outline the required actions and corresponding prizes to incentivize participation.  

9. The power of program reporting 

Don't wait until the launch to consider reporting! Factor in data tracking capabilities from the start. This allows you to monitor key performance indicators (KPIs) and gain valuable insights into program effectiveness, especially during the crucial early stages.  

Loyalty program best practices 

Customers are motivated by their own goals, and they’ll stick with the brand that helps them reach those goals most effectively. Even with a strong track record and positive experiences, your customers can still be swayed by a competitor offering something more compelling. That’s why customer loyalty isn’t something that comes easily or lasts without effort.  

The following steps will guide you in creating a loyal customer base that stays committed over time. 

1. Implement a multi-channel customer support system 

The foundation of customer loyalty lies in understanding and meeting customer needs. One of the most effective ways to stay connected with your customers—especially when they need assistance—is by providing support across multiple channels. 

When customers can reach your support team through various channels, it opens the door to more interactions. The more you engage with them, the more chances you have to shape a positive experience. 

Offering support through multiple platforms also enables you to deliver a true omnichannel experience, ensuring consistency across devices and touchpoints. This level of accessibility can significantly boost customer satisfaction—especially for those in urgent need of help. 

Pro tip: Equip your team with help desk solutions and live chat software to manage several communication channels effectively. For smaller teams, AI-driven tools like chatbots can help streamline incoming requests without increasing headcount. 

2. Deliver outstanding customer service 

Providing exceptional service doesn’t mean handing out freebies or discounts. In fact, customers usually prefer effective solutions to their issues over any complimentary gifts. Quick fixes like discounts might mask the issue but don’t solve the root problem. 

Encourage your team to actively listen and respond thoughtfully to customer concerns. Often, customers value a well-executed solution more than a replacement or a perk—though those can still enhance the overall experience.

Pro tip: Use platforms such as SurveyMonkey or Zendesk to consistently collect and assess customer feedback. These insights can help you shape offerings that better address customer needs. 

3. Prioritize customers over competitors 

While competitor analysis has its place, mimicking them to win customers won’t always yield results. To earn your customers’ trust and loyalty, understand what others are doing—and then push the boundaries with your own ideas. 

Customer loyalty isn’t built overnight. It’s the result of many small but impactful interactions—every message, every purchase, every referral adds up over time. 

So when you feel the urge to compare your efforts with others, remember: their success may be due to a different strategy altogether. 

Pro tip: Use tools like Google Analytics and social listening platforms such as Brand24 to uncover what matters most to your audience. Then, innovate in ways that uniquely cater to those needs, setting your brand apart. 

4. Maintain consistency 

Brands like McDonald’s thrive largely due to their consistency. Customers know what to expect, no matter the location. While it might not seem like a major factor in loyalty, consistency plays a crucial role. 

When your brand consistently delivers the same product or service quality, customers can seamlessly integrate you into their routines. 

For example, when I crave ice cream, I immediately think of my favorite cone from McDonald’s because I know it’ll be just right—every time. 

Pro tip: Set up clear, standardized procedures across all customer touchpoints to ensure uniformity. Train your team accordingly and monitor performance regularly through reviews and feedback. 

If you sell tangible goods, consider mystery shopping programs to objectively evaluate customer experiences across locations. 

5. Build trust through meaningful customer interactions 

Increasing brand loyalty by just 7% can lead to an 85% boost in customer lifetime value. If loyalty isn’t a priority, churn is likely to rise. 

Mistakes happen in any business, but what truly retains customers is how you address and resolve them. Loyal customers expect a consistently positive experience. If they don’t feel valued, they might take their business elsewhere. 

A CRM system can be a powerful tool, storing past communications, notes, and interactions to personalize the customer journey. With this data, your team can engage in more relevant and informed conversations. 

Pro tip: Keep your CRM updated with detailed logs and personal notes. Train staff to use this info to craft more personalized interactions and show that past engagements matter. 

You might also consider a customer appreciation program that rewards not just purchases but actions like feedback or community involvement to deepen brand connections. 

6. Offer additional value 

You’re not the only brand trying to win your customer’s attention—your competitors are in the same race. So how do you stand out? Exceed expectations in meaningful ways. 

Beyond traditional loyalty programs, aim to cultivate relationships that extend past the sale. Show customers you’re invested in their interests—not just their wallets. 

Hosting events or contests relevant to your audience is one way to do this. Red Bull, for example, has grown a loyal customer base by sponsoring extreme sports and adventure athletes. 

You can also build community. Whether it’s a simple knowledge hub or a full-fledged network of advocates, community strengthens connection. 

Take Harley Davidson—they built an army of brand advocates who represent the company across the U.S. These groups give customers a sense of exclusivity and shared identity. 

Pro tip: Launch engagement efforts such as events, workshops, or contests—that reflect your brand and connect with your audience. Consider building brand communities through forums, clubs, or ambassador programs to create a loyal fan base. 

7. Promote positive customer experiences 

If your customers are having great experiences, share them. Gather feedback and highlight glowing reviews across your marketing channels to build trust with potential buyers. 

Consumers often rely more on peer reviews than brand messaging, so turning customer satisfaction into social proof can drive loyalty and sales. 

Not sure where to find this content? Review sites like Yelp offer plenty of customer opinions. You can also implement tools like NPS® or invite customers to share testimonials directly. 

User-generated content (UGC) is another goldmine. For instance, if I see an influencer like Lauren Mae Beauty recommending a makeup product I’m eyeing, it makes me more inclined to buy—especially if the brand shares her endorsement. 

Pro tip: Develop compelling customer case studies and spotlight real success stories to humanize your brand and build trust. 

8. Reward your customers 

Your most loyal customers are also your most profitable. Since they tend to spend more and stick around longer, it makes sense to reward them—and that’s where a well-structured loyalty program comes in. 

Pro tip: Create a tiered loyalty structure that offers escalating rewards based on customer engagement and purchasing habits. These can include early product access, exclusive discounts, personalized perks, and special invitations to events. 

Comment mesurer la fidélité des clients ? 

Lorsque les consommateurs deviennent des évangélistes de la marque, vous pouvez être certain que la fidélité existe. Qu'est-ce que cela signifie exactement ? La fidélité est une émotion forte qui pousse les clients à devenir des défenseurs de la marque et des acheteurs réguliers. Comment quantifier la fidélité des consommateurs ? C'est très simple. 

Vous n'avez besoin que de ces mesures d'expérience et de fonctionnement pour comprendre le comportement des fidèles : 

1. Score du promoteur net (NPS) 

Le NPS est couramment utilisé dans tous les types d'entreprises pour orienter la stratégie de marketing et suivre le service et la satisfaction des clients. L'un de ses principaux avantages est que la plupart des gens comprennent de quoi il s'agit et ce qui constitue un bon score. Il est donc extrêmement utile pour assurer la cohérence des conversations. 

Le Net Promoter Score est facile à obtenir puisqu'il suffit de poser quelques questions brèves comme "sur une échelle de 1 à 10, quelle est la probabilité que vous parliez de nous à vos amis ?". La solution que vous recherchez est cachée dans le chiffre qui vous indique dans quelle mesure un client est susceptible d'être loyal. 

2. Taux d'attrition de la clientèle 

Le taux de désabonnement, également connu sous le nom de taux d'attrition ou de désabonnement de la clientèle, est la fréquence à laquelle les consommateurs cessent de faire affaire avec une entreprise. Il est généralement représenté par la proportion d'utilisateurs de services qui annulent leur adhésion au cours d'une période donnée. 

3. Interactions entre les points de contact 

Même si votre entreprise dispose de plusieurs points de contact, prêtez-vous attention au trafic, aux évaluations de produits et aux interactions sociales ? Si ce n'est pas encore le cas, vous devriez le faire sans tarder. Que révèle la mesure de l'engagement ? 

Si le produit ou le service fait sensation et si les clients se sentent écoutés. Les indicateurs d'engagement envers la marque ne sont pas les seuls à pouvoir être utilisés pour mesurer la fidélité. 

Dans d'autres circonstances, les clients fidèles sont des personnes qui ont acheté plusieurs fois sans prendre le temps de rédiger des commentaires. Par conséquent, l'engagement vis-à-vis de la marque, associé à d'autres indicateurs, vous permettra d'en savoir plus sur la fidélité. 

4. Taux de fidélisation de la clientèle 

Si vous avez opté pour une stratégie de forte croissance, vous aurez besoin d'analyses sur la fidélisation des clients pour savoir si vos meilleurs clients restent plus longtemps. Même les petites entreprises savent que le meilleur client est toujours celui qu'elles servent activement, car il est beaucoup moins coûteux de le fidéliser que d'attirer de nouveaux prospects. Les clients existants sont le moteur de la réussite en devenant des références de bouche à oreille. 

Alors que d'autres indicateurs vous permettent de savoir qui sont vos meilleurs clients, le CRR vous montre comment cultiver un client fidèle. C'est pourquoi il est aussi important que d'autres indicateurs pour déterminer la fidélité des clients. 

5. Niveaux de rachat 

Le taux de réachat est une autre statistique importante pour mesurer la fidélité des clients. Il s'agit du nombre de clients qui sont revenus dans votre magasin pour passer une autre commande. La comptabilisation des nouveaux consommateurs et des consommateurs récurrents au fil du temps vous permet d'observer avec précision l'augmentation et la diminution de la fidélisation de la clientèle. 

Au lieu de chiffres absolus, ces valeurs doivent être calculées comme un pourcentage moyen total. Ceci est principalement dû au fait que les valeurs absolues peuvent produire des résultats perplexes lorsque les ventes augmentent et diminuent. 

6. Achats de plusieurs produits 

En matière de fidélisation de la clientèle, ce qui est formidable, c'est qu'un client commande à nouveau le même produit ou service. Cela prouve que la fidélisation de votre clientèle est saine. 

Ce qui est encore mieux, c'est que ce même client est réceptif aux sollicitations de vente croisée et commande d'autres produits de votre inventaire. En fin de compte, les achats de produits multiples témoignent de l'efficacité de votre politique de fidélisation de la clientèle. C'est une grande preuve de confiance lorsque les clients sont plus que disposés à acheter à nouveau auprès de la même marque que celle où ils ont passé leur première commande. 

Les achats multiples de produits indiquent qu'ils ont un penchant non seulement pour le produit, mais aussi pour l'expérience. Les spécialistes du marketing intelligents devraient surveiller de près le nombre de clients qui élargissent leur éventail d'achats. 

7. Indice de fidélité de la clientèle (CSI) 

Bien que similaire au NPS, l'indice de fidélité est basé sur des enquêtes auprès des clients. Il révèle la propension à l'achat d'un client ainsi que son affinité pour votre marque. 

Cependant, contrairement au NPS, il prend également en compte deux autres facteurs : 

  • Nombreux achats 
  • Transactions répétées 

Bien qu'il puisse sembler être une extension, l'indice de fidélisation de la clientèle ne remplace pas totalement le NPS, car le premier reflète les intentions des consommateurs pour l'avenir, mais pas leur comportement réel. Le tableau est complété par la quantification de l'objectif du client tout au long de sa vie. 

How a retail giant in Riyadh boosted customer loyalty with Loyalife 

A prominent retail chain in Riyadh redefined customer loyalty by partnering with Loyalife. With a goal to enhance mobile app usage and foster deeper engagement, they implemented a cutting-edge loyalty program that delivered outstanding results. 

Le défi 

The retail chain faced fierce competition and sought to stand out by focusing on customer loyalty. Their key objectives were: 

  • Driving repeat transactions through their mobile app. 
  • Boosting engagement across diverse product categories. 
  • Reducing churn and building long-term brand loyalty in a fragmented market. 

La solution 

Loyalife provided a game-changing loyalty platform tailored to their needs. Key features included: 

  • Tailored loyalty programs: Personalized rewards based on customer preferences and behavior. 
  • Omnichannel engagement: Seamless point earning and redemption across in-store, online, and app platforms. 
  • Customizable accrual rules: Targeted incentives for specific products and behaviors. 
  • Seamless integration: Smooth alignment with existing systems for hassle-free operations. 
  • Endless redemption options: Access to 10 million+ rewards, creating unique experiences for every customer. 

Les résultats 

The impact was extraordinary: 

  • 133% Annual increase in active users: A dramatic rise in customer engagement. 
  • 20% Monthly growth in active users: Sustained momentum in app usage. 
  • 40,000+ Annual app downloads: A surge in new customers joining the platform. 
  • Enhanced engagement: Customers actively used the app to manage points and redeem rewards. 

Through Loyalife, this retail giant not only retained its customers but turned them into loyal advocates. With personalized experiences, seamless integrations, and innovative features, Loyalife helped the brand achieve unmatched loyalty success. 

How does Loyalife help brands scale customer loyalty programs? 

Loyalife offers an end-to-end scalable customer loyalty program that helps manage loyalty program creation seamlessly.  Let’s look into its major features in detail.   

1. Loyalty engine 

It is an enterprise-ready product that helps launch and manage omnichannel loyalty programs within a single system, helping deliver personalized customer experiences.   

  • Program customization: Loyalife offers the flexibility to configure currency settings, points conversion rate, expiration schedule, and more. 
  • Loyalty tiers: Helps tailor loyalty tiers with a unique name, icon, and milestone. Admins can add a points multiplier rule for each tier, helping award more points to loyalty tier members. 

2. Customer engagement 

Drive meaningful connections and loyalty through targeted marketing initiatives and personalized campaigns.   

  • Targeted campaigns: The product helps tailor rewards and promotions to specific customer groups based on behaviors, preferences, and performance. 
  • Collaboration features: Managing marketing campaigns by collaborating with your team and access management features. 
  • Bonus points: With a customized communication template, configure points to be awarded and schedule your campaigns. 
  • Omnichannel communication: Create multiple email communication templates seamlessly for your campaigns and transactional notifications. 
  • Member details: View detailed information about your loyalty program members and launch personalized campaigns for multiple member segments. 

3. Analytics and insights 

Maximize your loyalty program success with Loyalife comprehensive insights.   

  • Transactional reports: Monitor member transaction details, points redemption, and points accrual by using transactional reports.   
  • Periodic reports: Extract monthly, weekly, and daily reports by configuring the automated report generation period.
Book a free demo Loyalife and implement a result-oriented customer loyalty program solution.
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