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eMart Engagement Blog

Post by Srikanth Chunduri

August 7, 2014

Loyalty Programs for Delightful Customer Experiences

Loyalty Programs for Delightful Customer Experiences

In today's competitive world, most businesses are struggling to streamline customer experience. I am a user of a particular brand of shampoo for the last decade or so. But still when I walk into a store, the product calls out to me, saying "Hey, I am a great product. Buy me" rather than a "Welcome back". How does my experience being a loyal user of the brand differ from that of another user who is exploring this brand for the first time? Not much. This is the issue. Developing plans around customer experience has become an effort which is worth investing in.

Loyalty in today's world is far more important than ever before. With 'all time' web, the information about your competitors, products, reviews, all lies just a click away from your prospective customers. In this era, we have access to plenty of information and we tend to stay with the brand if the brand provides a fantastic customer experience. When customers feel that they are given the importance, they become inclined to engage with the organisation again. Variety of researches have proved that customers value great service. In a world where competitors are just a click away, customer service is the 'new' marketing. The ability to retain existing customers is a powerful tool in a marketer's arsenal to combat competitors' efforts in luring away a brand's customers.

Great customer experience is the foundation for building loyalty and it haunts you if your business isn't paying attention towards it. Smaller businesses have greater emphasis on service and their success largely depends on the customer experience. These enterprises position themselves as excellent service providers with respect to their counterparts. In a large consumer market like India, technology can help monitor customer experience at point of sale, and this monitoring can help brands in both rewarding customers as well as improving their quality of service to the customers. People today are ready to change their favourite brands for a better customer experience. They are even willing to spend more with the companies, which they feel provide excellent customer experience. Apple is a brilliant example over here.

While different brands may have their own ways to capture information around their consumer preferences, right from your neighbourhood grocer who knows you by name to a large brand utilizing sophisticated technology to capture the consumer interactions, the fact remains that only those organizations who monitor their customer behaviour can hope to succeed in this market. Brands need to have a comprehensive relationship management strategy to ensure that they target the right set of consumers with the right communication at the right time.

The companies which have realised the importance of customer experience and have capabilities and competencies to deliver excellent customer experience are outperforming their competitors. If you would like to be one of them, then start building your strategy for great customer experiences.