[:en]How to reward customer loyalty – the good and bad customer loyalty rewarding systems [:sl]Kako nagraditi zvestobo – Dobri in slabi sistemi nagrajevanja zvestobe kupcev[:]

[:en]Recording bonus points on loyalty cards is most certainly a long-term method of establishing loyalty in customers

Furthermore, some companies send their customers birthday bonus vouchers. This is a good example where the purchaser confirms their loyalty. Another example would be when vouchers for discounts and other benefits are sent to customers from partner companies, which can provide a certain discount rate (flyers attached to receipts or enclosed in magazines). However, the question is whether the recipient will be thrilled to receive a flyer offering vacations abroad, if this is a retired person who saves money for settling the essential monthly expenses and is more pleased with spending weekends in their small vineyard featuring a modest weekend house.

[:sl]Vpisovanje bonitet na kartice je gotovo dolgoročni način izgradnje lojalnosti

Poznamo primere, ko podjetja pošiljajo zahvalne kupone za rojstni dan. To je dober primer, kjer dobi kupec potrditev za zvestobo. Drugi primer je pošiljanje popustov in ugodnosti podjetij, ki so partnersko povezana in zato kupcem dajejo določen popust (priložen letak k računom ali v revijo). Vendar ali je prejemnik navdušen, ko dobi letak za turistično ponudbo v tujini, če je to upokojenec, ki zbira denar za mesečno plačilo nujnih položnic in mu več pomeni vikend v goricah?

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This means truly effective loyalty programmes are yet to be established. First, we can compare campaigns introduced by the big retailers who invite customers to collect different bonuses, applying different methods in the process. There are differences occurring among different rewarding systems in the method of rewarding itself. Bonus stickers collecting campaigns, where the history of purchases is not recorded, are short-termed. Both in consumer perception as well as success. Such campaigns will definitely invoke customer response at their initial stages, but they are not suitable if you wish to maintain customer relationship. Recording bonus points on loyalty cards is most certainly a more long-term method of establishing loyalty in customers. However, it overlooks those who do not keep their cards on them every time the go shopping, yet they might be bigger customers. These can be covered by a list of their bonuses collected on the account, if they do not lose the receipt by the time they make the next purchase, which is bad for the customer and good for the retailer.

Sellers in the automotive industry, for instance, or those who sell prestigious products (clothes, wrist watches, technical products) tend to establish better loyalty programmes, where they keep purchase history records and make assessments in consumer emotional attachment to the product, e.g. car, MP3 player, wrist watch etc. In this respect, you can ask yourselves whether we can get the customer attached to a certain type of dog food, couch, insurance etc. Can we get emotionally attached to a certain brand of bread, milk or meat products that we buy every day? Can we be 100 % loyal to a specific type of cookies or particular car mechanic?

So, what can you do to establish a better customer rewarding programme tomorrow?  You can send a letter of gratitude or e-mail with an attached bonus voucher the reciupent can use with their next purchase. After three months, make inquiries with the customer whether they were satisfied with the product/service. Send a hand-signed New Year’s greeting card. And here is something to think about: There is only one brand in the world respected to the extent that its loyal followers will get a tattoo of its logo and wear it for the rest of their lives and that is the Harley-Davidson brand. Now, that it loyalty.

Two examples of bad practice

Some consumers in USA experienced the offer where they were able to get bonuses, discounts and more affordable prices for products they were just about to buy after having filled up their online shopping basket. And here is an example from Slovenia. When customers unsubscribe from a certain book club they get included in a customer reactivation programme, which offers bonuses and other benefits to get that customer to re-establish their club membership. The programme therefore rewards disloyalty.

This are distinctive examples when communication gets used for a wrong purpose.

Source: Večer, Marketing page[:sl]

Do nagrajevanja prave lojalnosti je torej še dolga pot. Za začetek lahko primerjamo akcije velikih trgovcev, ki nas vabijo k zbiranju ugodnosti na različne načine. Že pri načinu nagrajevanja se pojavlja razlika med sistemi. Akcije zbiranja nalepk, kjer se ne vodi zgodovina nakupa, so kratkoročne. V glavi potrošnika in pri uspehu. Sprva z gotovo večjim odzivom, niso pa primerne, če želite razmerje s stranko negovati naprej. Vpisovanje bonitet na kartice je gotovo daljnoročnejši način izgradnje lojalnosti, vendar prezre tiste, ki ne nosijo kartice s seboj, so pa večji kupci. Te lahko reši izpisek bonitete na računu, ki malo dlje naveže lojalnost, če ga do naslednjega nakupa kje ne izgubijo (slabo za nas, dobro za trgovca).

Boljše programe lojalnosti gradijo na primer prodajalci avtomobilov ali bolj prestižnih izdelkov (obleke, ure, tehnični izdelki), kjer vodijo nakupno zgodovino, ter ocenjujejo čustveno navezanost (na avtomobil, MP3-predvajalnik, uro). Lahko se vprašate, ali lahko vežemo kupca na določeno pasjo hrano, kavč, zavarovanje. Smo lahko čustveno navezani na določeno blagovno znamko kruha, mleka, mesnin, ki jih kupujemo? Ali damo roko v ogenj za točno določene piškote ali serviserja?

Kaj lahko torej za boljše nagrajevanje prave lojalnosti storite jutri? Pošljete zahvalno pismo ali elektronsko sporočilo s kuponom za naslednji nakup. Čez tri mesece povprašate, kako je stranka zadovoljna z izdelkom ali storitvijo. Pošljete ročno podpisano voščilnico za novo leto. In še v razmislek: Edino znamka Harley-Davidson je na svetu tako močna, da si njeni častilci vtetovirajo njen logotip in ga nosijo do konca življenja. To je lojalnost.

Primera slabe prakse

Nekateri kupci v ZDA so ugotovili, da pri spletnem nakupovanju, ko pridejo s polno košarico do plačila, a ga ne opravijo, pridobijo kupone in popuste za taiste izdelke, ki so jim na voljo po ugodnejših cenah. Obstaja tudi domači primer, ko se stranke izpišejo iz določenega knjižnega kluba in so tako vedno vključene v program za reaktivacijo kupcev, ki ponuja popuste in ugodnosti za to, da bi stranka prišla nazaj v klub. Torej program nagrajuje nelojalnost.

To so izraziti primeri, ko se komunikacija zlorablja za napačen namen.

Vir: Večer, stran Marketing [:][:en][:sl][:]

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