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? 

I programmi di fidelizzazione dei clienti funzionano semplicemente perché le persone amano essere fedeli a livello inconscio. Quando a un cliente vengono offerti premi per l'acquisto ricorrente di prodotti di un marchio, viene incentivato, si sente speciale e probabilmente cancella anche le app dei concorrenti. 

Detto questo, gli incentivi offerti devono comportare forti vantaggi per mantenere i clienti fedeli. 

La fedeltà è il risultato dell'esperienza positiva dei clienti con un marchio e contribuisce a creare fiducia. 

I programmi di fidelizzazione hanno diversi obiettivi: aumentare l'attività, migliorare le vendite, rafforzare il rapporto tra i clienti e l'azienda e far sì che i clienti tornino regolarmente. 

Un elemento importante per raggiungere questi obiettivi è garantire che il programma abbia un beneficio per il cliente. Se i premi del programma sono poco attraenti o poco interessanti per i clienti, il programma potrebbe avere scarso successo. Se invece i vantaggi sono allettanti, il programma può contribuire ad aumentare le vendite e incoraggiare i clienti a tornare per il prossimo acquisto. 

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 

Nel corso degli anni, questi sono i diversi programmi di fidelizzazione collaudati che hanno funzionato alla perfezione per molte aziende in tutto il mondo. 

Esistono alcuni programmi di fidelizzazione dei clienti che sono stati testati per funzionare in modo efficiente e senza sforzo. Ma ci sono anche idee più recenti che funzionano altrettanto bene. 

Per quanto riguarda i programmi di fidelizzazione, è possibile scegliere il programma in base al settore, al coinvolgimento dei clienti, agli abiti forti/deboli della vostra azienda e ad altri criteri. 

Mentre la maggior parte delle aziende si attiene a uno o due tipi di programmi di fidelizzazione, molte provano a combinare più di due programmi per apprezzare e incentivare i clienti fedeli. 

Di seguito sono elencati i programmi di fidelizzazione più diffusi: 

1. Programmi a punti 

Come suggerisce il nome stesso, un programma a punti è quello in cui un'azienda offre punti per acquisti frequenti. Disponibili sia sui siti web online che sulle app, i clienti possono accumulare punti per ogni acquisto e riscattarli in un secondo momento per un prodotto o uno sconto significativo. 

Uno dei programmi di fidelizzazione più diffusi, il programma a punti è noto per aumentare gradualmente il valore medio degli ordini e incoraggiare i clienti a rimanere fedeli al marchio.

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. Programma di fidelizzazione basato sulla spesa 

Come suggerisce il nome, un programma di fidelizzazione basato sulla spesa consente ai clienti di accumulare crediti di fedeltà (sotto forma di stelle, monete o francobolli) in base alle spese effettuate. Questo tipo di programma di fidelizzazione è facile da creare, comprendere e mantenere. 

Utilizzati soprattutto per aumentare gli importi e ridurre il tasso di abbandono, i programmi di fidelizzazione basati sulla spesa sono facili da creare, mantenere e comprendere. Ad esempio, 10 dollari = 1 stella fedeltà. 

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. Programmi a livelli 

Un programma che incoraggia i clienti a salire a livelli più alti di fedeltà, i programmi a livelli sono utilizzati per creare un equilibrio tra raggiungibilità e desiderabilità. 

Con la libertà di guadagnare più punti a ogni acquisto, i clienti tendono a competere con se stessi per raggiungere un livello più alto. Il suddetto programma di livelli si basa solitamente sulla frequenza con cui i clienti acquistano da un marchio, sui punti guadagnati e su altre statistiche di coinvolgimento. 

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. Programmi a pagamento 

Un programma di fidelizzazione che consente ai marchi di stabilire un forte rapporto con i clienti attuali e di attrarre anche quelli nuovi, i programmi a pagamento funzionano meglio di quanto si immagini inizialmente. 

Il cliente paga una quota associativa ricorrente al marchio per ricevere vantaggi e benefici. Vantaggi come l'accesso anticipato, la consegna rapida, i gadget, l'assistenza telefonica 24 ore su 24, 7 giorni su 7 e altri ancora fidelizzano i clienti e li spingono a rimanere fedeli al marchio.

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. Programmi basati sul valore 

Si tratta di una questione spinosa. Un programma di fidelizzazione che premia i clienti senza ricompensarli direttamente, i programmi basati sul valore si rivolgono ai clienti a un livello molto più profondo. Raccogliendo punti premio come in qualsiasi altro programma di fidelizzazione, i clienti possono scegliere di donare i punti guadagnati a enti di beneficenza. 

I marchi scelgono se tutti i punti guadagnati possono essere donati o una parte di essi, i clienti spesso amano essere coinvolti in attività di beneficenza in cui non spendono direttamente i loro sudati soldi. 

I marchi spesso curano e personalizzano le associazioni di beneficenza per attirare il cliente specifico, invece di schierare associazioni di beneficenza generiche. Un programma di ricompensa che è noto per costruire relazioni durature con i clienti, i programmi basati sul valore aumentano anche l'indice di fedeltà in modo sostanziale. 

6. Programmi di gioco 

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 

Indipendentemente dal prodotto o dal settore dei servizi, negli ultimi anni i programmi di partnership e la collaborazione stanno trovando un forte impulso. Uno sforzo collaborativo coeso, in cui i clienti traggono vantaggio da più di una piattaforma, viene accolto con grande favore e le aziende di tutte le dimensioni lo stanno sfruttando al meglio. 

Trovare un marchio che sia relativamente collegato al proprio farà bene, ma a volte, marchi diametralmente opposti collaborano per dare vita a programmi di fidelizzazione strabilianti, facendo girare la testa al settore. 

Chiamato anche programma di fidelizzazione di coalizione, l'idea è ideale quando si gestiscono più attività e si porta l'attenzione da una all'altra. 

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. Programmi fedeltà ibridi 

Un programma di fidelizzazione ibrido funziona in modo vagamente simile al programma partner, ma all'interno dell'azienda. Quando due programmi di fidelizzazione vengono combinati per aumentare la ricompensa data al cliente, nascono i programmi di fidelizzazione ibridi, che sono noti per funzionare in tutti i settori verticali. 

Quando si tratta di aumentare l'indice di fedeltà dei clienti, i marchi scelgono più di un programma che funziona meglio per loro. 

Ad esempio, quando i programmi a pagamento vengono combinati con programmi di fidelizzazione a livelli, il risultato è spesso stupefacente; allo stesso modo, i programmi VIP sono denominati Bronze, Gold, Elite, Pro, ecc. e vengono aggiunti con la gamification per incoraggiare la partecipazione dei clienti. 

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. 

Come creare un programma di fidelizzazione dei clienti 

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. 

Come misurare la fedeltà dei clienti? 

Quando i consumatori diventano evangelisti del marchio, si può essere certi che la fedeltà esiste. Che cosa significa esattamente? La fedeltà è un'emozione forte che spinge i clienti a diventare sostenitori e acquirenti abituali. Come si può quantificare la fedeltà dei consumatori? È semplice. 

Queste metriche di esperienza e di funzionamento sono necessarie solo per comprendere il comportamento dei fedeli: 

1. Punteggio netto dei promotori (NPS) 

L'NPS è comunemente utilizzato in tutti i tipi di aziende per guidare la strategia di marketing e monitorare il servizio e la soddisfazione dei clienti. Uno dei suoi principali vantaggi è che la maggior parte delle persone capisce cos'è e cosa comprende un buon punteggio. Questo lo rende estremamente utile per mantenere le conversazioni coerenti. 

Il Net Promoter Score è facile da ottenere, poiché basta porre alcune brevi domande come "su una scala da uno a dieci, quanto è probabile che parli di noi ai tuoi amici?". La soluzione che state cercando è nascosta nella cifra che mostra quanto è probabile che un cliente sia fedele. 

2. Tasso di abbandono dei clienti 

Il tasso di abbandono, noto anche come tasso di logoramento o tasso di abbandono dei clienti, è la frequenza con cui i consumatori interrompono gli affari con un'azienda. Di solito viene rappresentato come la percentuale di utenti di servizi che annullano la propria iscrizione entro un determinato periodo di tempo. 

3. Interazioni attraverso i punti di contatto 

Anche se la vostra azienda può avere diversi punti di contatto, state prestando attenzione al traffico, alle valutazioni dei prodotti e alle interazioni sociali? Se non l'avete ancora fatto, dovreste farlo subito. Cosa rivela la metrica dell'engagement? 

Se il prodotto o il servizio fa scalpore e se i clienti si sentono ascoltati. Gli indicatori di brand engagement non sono gli unici che possono essere utilizzati per misurare la fedeltà. 

In altre circostanze, i clienti fedeli sono persone che hanno acquistato più volte senza prendersi il tempo di scrivere recensioni. Di conseguenza, il brand engagement, insieme ad altri indicatori, sarà in grado di dirvi di più sulla fedeltà. 

4. Tasso di fidelizzazione dei clienti 

Se avete scelto una strategia di crescita elevata, avrete bisogno di analisi di fidelizzazione dei clienti per verificare se i vostri clienti migliori rimangono più a lungo. Anche le aziende più piccole sanno che il cliente migliore è sempre quello che stanno assistendo attivamente, poiché è molto meno costoso mantenerlo rispetto all'acquisizione di nuovi clienti potenziali. I clienti esistenti sono la causa del successo grazie al passaparola. 

Mentre altre metriche dicono chi sono i vostri clienti migliori, il CRR vi mostra come coltivare un cliente fedele. Di conseguenza, è importante quanto altri indicatori per determinare la fedeltà dei clienti. 

5. Livelli di riacquisto 

I livelli di riacquisto sono un'altra statistica importante per misurare la fedeltà dei clienti. Si tratta del conteggio dei clienti che sono tornati nel vostro negozio per effettuare un altro ordine. Il conteggio dei consumatori nuovi e ricorrenti nel tempo consente di osservare con precisione l'aumento e il calo della fidelizzazione dei clienti. 

Invece di cifre assolute, questi valori devono essere calcolati come percentuale media totale. Ciò è dovuto principalmente al fatto che i valori assoluti possono produrre risultati sconcertanti quando le vendite crescono e diminuiscono. 

6. Acquisti multipli di prodotti 

Un'ottima cosa in termini di fidelizzazione dei clienti è quando un cliente riordina lo stesso prodotto o servizio. Questo dimostra che la fidelizzazione dei clienti è buona. 

Ancora meglio è se lo stesso cliente è ricettivo alle sollecitazioni di cross-selling e ordina altri prodotti dal vostro inventario. Alla fine, gli acquisti multipli di prodotti indicano il buon andamento della fidelizzazione dei clienti. È una grande dimostrazione di fiducia quando i clienti sono più che disposti a riacquistare dallo stesso marchio in cui hanno effettuato il primo ordine. 

L'acquisto multiplo di un prodotto indica che i clienti non solo sono affezionati al prodotto, ma anche all'esperienza. I marketer più intelligenti dovrebbero tenere sotto controllo il numero di clienti che ampliano la loro gamma di acquisti. 

7. Indice di fedeltà del cliente (CSI) 

Pur essendo simile all'NPS, l'indice di fedeltà si basa su sondaggi condotti tra i clienti. Rivela la propensione all'acquisto di un cliente e la sua affinità con il vostro marchio. 

Tuttavia, a differenza dell'NPS, tiene conto di altri due fattori: 

  • Numerosi acquisti 
  • Transazioni ripetute 

Anche se può sembrare un'estensione, l'indice di fedeltà del cliente non sostituisce completamente l'NPS, perché il primo riflette l'intenzione del consumatore per il futuro, ma non il comportamento effettivo. Il quadro si completa quantificando lo scopo del cliente nell'arco della sua vita. 

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. 

La sfida 

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 soluzione 

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. 

I risultati 

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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