We hold them captive, take away perks and charge for things like never before. So how can it be... we're so surprised... they're walkin' out the door?

Let's hold a mirror to ourselves people! The gig is up. Customers have our number and they've had it. It is just plain too much work to reap the benefits of a "loyalty program."

So check it out: Here's the classic experience customers have with loyalty programs. After reading this, how much of this stuff would make you feel loyal? Scratch that. After reading this, how much of this makes you downright exhausted and inclined not to buy from a company that would make you jump through these hoops?

The Complexity Rigmarole

You may find it great that there are fifteen-hundred partners from whom you've gotten free stuff that you can pass on to customers when they meet the massive requirements for their redemption... but who cares?

Customers receive the glossy packages that they figure you spent a fortune on printing, start reading them, and almost immediately hit information overload. Their eyes roll into the back of their heads before it's all deciphered, and program materials are tossed aside to be read another day—which never comes.

Instead... think "pearl" theory. Pick out one great pearl of an offer... something really special that you can do for a customer you treasure, and let them know what it is. Then deliver it. Customers will remember that and act on it, because it's simple and memorable.

Seen One... Seen Them All

Right now, the plethora of stuff being dumped on customers has the smell of promotion and the impact of ho-hum. It's not different enough to say "choose me," "love me." Loyalty programs are so much alike that there's not much to get excited about for customers. Instead, brainstorm something special and unique that speaks your corporate personality—something no one else would do but you.

One spa company I worked with established a personalized relaxation plan and custom-blended aromatherapy for its clients. Truth be told, it was able to establish 5-7 blends that fit the majority of its clients by cluster... but the messages and follow-up were personalized. The allure of the personal touch pulled customers back into the spa, where their treatments were customized, and the experience was extended with the aromatherapy scent.

A bunch of money-off coupons or offers just won't cut it any more. Everyone's been there and done that, and people stop paying attention when it's obvious when that's what you're calling a loyalty program.

You Don't Know Me?

I had to remind a company where I've spent more money than I can even tally that it was my birthday the other day. Not because I'm an egomaniac or need to be stroked on my birthday... but because they made a big deal about asking me when it was and told me it was special to them.

The day came and went and I didn't hear a peep from them. It was disappointing. When I reminded them (and you bet I did), they sent me a coupon code for free shipping. But the bloom was off the rose. The notion I had that I was special to them withered considerably.

More important than knowing those special days, know who your best customers are on the regular days. Make sure that you're building in the corporate memory to welcome them back, acknowledge their preferences, and ask how things are going. If they hit a glitch in their order... bend over backwards and just let them know that you know it happened and you're working on it... and that you wouldn't want to do anything to disappoint them.

You need to be constantly trolling your database to see what's happening with these important customers, and then step up to help when necessary! Remember the countless stories about the Ritz Carlton remembering whether someone preferred a feather pillow when they checked in? Even though that's programmed into the database and flagged on the customer file so the desk clerk remembers to bring it up, that gesture says "we know you—you're not a number to us. You're a person worth remembering and we care enough to remember it."

Pow! Now that's loyalty creation.

Gotcha!

Rules and regulations for loyalty programs are simply on overdrive. Exhausted customers everywhere are dialing for dollars trying to use their frequent flyer miles during spring break or Christmas, or throwing caution to the wind...even trying for the hallowed and classically unavailable Thanksgiving weekend.

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ABOUT THE AUTHOR

image of Jeanne Bliss
Jeanne Bliss is the founder of CustomerBLISS (www.customerbliss.com), a consulting and coaching company, and the author of Chief Customer Officer: Getting Past Lip Service to Passionate Action.