Aimia, a global leader in loyalty management, has released a
global report highlighting the importance of connecting with customers
beyond the transactional stage. Rewarding Interactions: Are You Ready for Customer Intimacy recommends planning to interact with customers both before
and after the purchase activity.
Companies which truly value interactions
develop additional ways to reward and recognise loyal customers beyond
points, cash and discounts. For example, social currency - online
recognition and status - is a way for customers to gain social standing
among peers and social groups, said the company, which owns stakes in Air Miles Middle East, operates China Rewards, a coalition loyalty programme
in China that enables members to earn and redeem a common currency, and has a minority position in Think Big,
the owner and operator of BIG - AirAsia and Tune Group's loyalty
programme.
"Real loyalty isn't created at the close of the sale," said Rick Ferguson, Vice President, Knowledge Development for Aimia.
"It's created when the brand and the customer become intimate through
multiple interactions before, during and after the purchase. Companies
that strategically use those interactions to learn more about their
customers will build greater loyalty, create new revenue streams and
develop lifelong customers."
According to Aimia's research, there are four reasons marketers should collect interaction data in addition to transaction data:
Create new revenue streams. Interaction data is an untapped resource. There is revenue to be had from refining the information.
Drive incremental revenue from the loyalty base.
Tying interactions to transactions creates a three dimensional,
customer-centric view generating sustainable incremental lift
beyond a campaign ROI.
Leverage and validate investments in new communication channels.
Marketers need to reach consumers where, when and how they want to be
reached. Different media, such as social media and mobile, are
needed to connect with consumers throughout their interactions with
the brand.
Lower the cost to serve, while increasing value.
Seeing the consumer on her entire lifestyle journey enables a
wider array of partnerships to be formed, lowering the cost to run
the loyalty program while increasing value to the consumer.
