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CUSTOMER LOYALTY

Reimagining and growing customer loyalty in a digital world

By our News Team | 2021

Around 80% of customers say they are willing to pay more for a better experience. Can ‘loyalty’ practitioners leverage this?

Most of a company’s business comes from existing customers. Creating customer loyalty requires a company’s loyalty programme to become part of a brands’ operational policies. It cannot simply be bolted on as an afterthought, giving discount on products. 

Approximately 80% of customers say they are willing to pay more for a better experience. It seems, therefore, that the solution is to create loyalty through improved experiences in a digital world. This requires a different approach.

Nic Roets, International Consultant at customer loyalty specialists, LoyaltyPlus, says: “It is easy to write off rewards programmes as something to be used for short-term promotional giveaways or monthly specials. However, their potential to revitalise the customer experience is significant. 

“Much of how these initiatives are positioned comes down to whether the company approaches them as rewards or loyalty programmes.”

Customer loyalty

Photo by Clay Banks

Creating value by motivating customers

In the case of the former, it is about creating value by motivating customers to try a product or service. Yes, this is important, but there is little longevity associated with that. The business must identify how to give the best value possible to its best customers. And this is where loyalty comes in.

“Some customers use many store programmes to ‘chase the special’ and are not brand loyal at all. Others exclusively purchase certain brands, but are often disappointed that their loyalty is not rewarded in more innovative ways than a discount, or something similar. 

“These customers are not influenced by pricing. Instead, they want a personal service that reflects how the brand values their business and approaches them on an individual level,” explains Roets.

Invariably, those loyalty programmes that are the most successful are built around the value they provide. They connect with customers on a deeper level. Beyond the experience, this talks to how the brand is giving back to the community. Also whether there are charitable donations and choices of welfare or charity programmes taking place.

“Brands must realise that they can no longer afford to have loyalty programmes that are not integrated into the broader business strategy,” emphasises Roets.

 

Source: LoyaltyPlus

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.