 Gaining a customer is good, keeping a customer is better... and a
lot less difficult.
Some say that it costs 10 times
less.
This is why everyone comes round to developing loyalty
sooner or later.
What are the steps to developing customer loyalty?
1) Quality: the first loyalty development
activity is quality of services or products. A vital step and
certainly the most difficult.
2) Customers: a customer file is usually drawn
up before implementing traditional loyalty activities. This file is
usually used for writing to customers: announcing sales, promotional
exercises, etc.
3) Loyalty cards: to reward each customer for their
purchases. A free card can register consumption to a points account;
this account gives the member access to rewards. This first card,
whether virtual or not, is the "loyalty card" or
"capitalisation card".
4) Subscription cards: another card system, this system is
paid for and gives the holders access to price reductions on their
purchases. The idea is to largely write off the cost of the purchase
by accumulating price reductions obtained while the card is valid.
These are known as "subscription cards". The idea of extending the "loyalty" option to subscription cards is, of
course, widespread. This yields paid-for cards that give access to
price reductions when purchased and rewards after a certain volume
of consumption...
5) Measuring results: a loyalty progamme should lead
to the objective for which it was designed, i.e., an increase in the
financial results of the business. Tools should be available to
permanently monitor the diverse results involved in realising this
objective.
6) Using the information: loyalty development
engenders a rich source of data. When used with the right tools,
knowledge of purchasing habits can be increased and the company's
offer influenced.
Lyan's task is to enable businesses to rely on solid
solutions for the various management stages in their loyalty
programme:
setting up a membership file,
issuing loyalty and
subscription cards,
sales incentives,
registering consumption,
points
credits,
rewards claims,
communication with
members
management information, statistics, etc.
For all its solutions, Lyan can:
either hand them over to
loyalty programme managers,
or take charge of the
various management tasks for the programme with its team and
partners. |
