Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Service is now the key factor in affluent loyalty

The survey found that exceptional customer service, exclusive rewards, and concierge services are the most important aspect of customer loyalty programmes geared toward affluent consumers. More than 50% of loyalty marketers identified exceptional customer service as the most important aspect, which more than 40% cited exclusive rewards or concierge services as the most important aspect.

Other findings of the survey suggest that affluent consumers are most influenced in their customer loyalty decisions by recognition/personalisation (52%), followed by desire for exclusive access (32%) and desire for status (15%). Nearly half of survey respondents said their company already has a loyalty programme in place.

"This research shows that the affluent tend to be brand loyal, tech savvy and travel focused. The differentiating factor in all three areas is service. The affluent consumer will be loyal to your brand, but only if you provide the best service," said Charles Christianson, group vice president of sales & account management for Affinion. "Furthermore, they seek to simplify their lives with technology. From a travel perspective, they expect their loyalty programme to help them go where they want to go with fewer hassles. The bottom line: companies must create an experience that delights the affluent consumer."

"The results of the survey support our belief that the affluent customer base puts a high premium on exceptional customer service," concluded Mary Naylor, CEO for VIPdesk.

The survey was conducted during a webinar presented by Affinion Loyalty Group and VIPdesk, and produced by Loyalty 360. The webinar, entitled 'What Do Affluent Customers Want From Their Loyalty Programmes?, offered various insights from the survey for fostering engagement with today's discerning affluent customer. A recording of the webinar has been made available for playback via Loyalty360's web site - click here.

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)